We've seen so many Christmas ads that by now we are used to all the unboxing, red-dressed gift-bearers and poignant moments that we so deeply link to Christmas. That's why Very and Grey London wanted to do something different. Something focused on the little moments that lead up to Christmas – the ones that make such a festive season so special to all of us.
We liked the Very campaign by Grey London so much that we included it in our round-up of the best 2020 Christmas ads. It was just natural for us to then feature this splendid campaign as part of this series.
For this Behind the Idea, we are learning more about what brought the Very 2020 Christmas campaign to life, how the agency navigated Covid restrictions and production challenges, and why it was such a special piece of work for everyone involved at Grey.
What was the brief?
As one of the UK’s biggest online retailers, Christmas is incredibly important to Very. And this year, they wanted to find a way of standing out amongst the crowd, making a real impact and connecting with customers.
How did the initial pitch/brainstorming phase go?
The script was actually part of our pitch to Very back in February, before the world got turned upside down! What we loved about the script is that it was a Christmas ad that didn’t focus squarely on Christmas Day and opening gifts. Instead, it’s about all the other smaller moments that make Christmas brilliant.
Tell us more about the concept. How did it come to life, and why was it the right choice?
The ad and idea ‘Life is this Very moment’ was written pre-Covid. We questioned whether it was the right choice for the new world we found ourselves living in. But if lockdown has taught us anything, it’s that you have to enjoy every moment, no matter how small. This spirit is summed up well by our protagonist, Jodie. She has a lovely resilience. A belief that she’s going to enjoy every moment of Christmas, no matter what.
What was the production process like? What was the biggest challenge?
The production was definitely a challenge! To create an ad of this scale with the time we had was never going to be easy. But then when you add COVID restrictions to the mix too, it created countless production challenges. But thankfully, in Gary Freedman and Independent Films, we had partners that found solutions. We also had a fantastic producer who never stopped fighting for the best results. The shoot itself took a week. Hats off to the cast and crew. They were excellent on and off camera.
How satisfying is it to see it out there after so much hard work?
It’s a great feeling. Not just for us, but for everybody who put their heart and soul into this project. To see the ad live and the people loving it is a nice early Christmas gift.
What’s the main message of the campaign and why does it matter?
To enjoy every moment of Christmas, in all its raw and real glory. So many festive ads create an implausible picture of Christmas, which can make people feel guilty if they don’t ace Christmas Day. This film bucks that trend. And celebrates all the other moments which make Christmas special.
What is one unique aspect of the campaign?
The family have a sausage dog called Banger.
Why will the final assets resonate with consumers?
The launch ad seems to have landed well. I think after this year, the nation is appreciating a Christmas ad that just makes them smile.
The campaign sends the message that the best thing about Christmas is not just Christmas day but the combination of all the wonderfully festive moments in the build up to Christmas, from Christmas lights and the all-important tree to Christmas jammies which everyone can relate too.
What do you hope it achieves for the brand?
Brand love. It is a celebration of every single moment in the countdown to December 25th and it goes beyond the festive celebration, which we know might not be the same this year with ever changing situation we are all facing in the current climate.
Credit list for the campaign?
Client The Very Group
CMO Carly O’Brien
Senior Brand Manager Kim Pritchard
Creative Agency Grey London
Creative Chairman Javier Campopiano
CCO Laura Jordan Bambach
Creative Directors Matt Moreland & Chris Clarke
Creative Teams Matt Moreland & Chris Clarke
Emma Thomas & Ryan Delaney
Angela Harding & Terry O’Neill
CSO Raquel Chicourel
Strategy Director Jess Smith
Group Business Director Kate Ilott
Business Directors Tamsine Foggin & Charlotte Coughlan
Account Directors Natasha Thomas & Naomi Templeman
Account Manager Emilie Jenner
Account Executive Meg Johns
Agency Senior Producer Maxine Hose
Agency Assistant Producer Kate Reynolds
Agency Print Producer Toby Horrocks
Production Company Independent Films
Executive Producer Jani Guest
Producer Sara Cummins
Director Gary Freedman
D.O.P Barry Ackroyd
Production Design Jacqueline Abrahams
Post Producer The Assembly Rooms / Dan Breheny
Editor Adam Spivey
Post Producer MPC / Phil Whalley
Colourist Matthieu Toullet
VFX Artist TBV
Audio Post Producer 750mph / Mary-Ann D’Cruz
Sound Engineer Sam Ashwell
Music Supervision SixtyFour Music