Cannes Lions
4CREATIVE, London / CHANNEL 4 / 2021
Overview
Entries
Credits
Background
Covid “Cancelling Christmas” was a huge news item in the UK. A series of government restrictions and lockdowns forced the entire country to rethink their plans at the last minute.
To reassure the country, we had already invited Santa onto the Channel 4 News to calm children's nerves, and let them know that productivity at The North Pole was “through the roof”.
Next we planned our first ever Christmas advert.
Note: Pancake Day (Shrove Tuesday) is a very minor celebration in the UK. The fact that it is represented by a character called 'The Pancake Day Pancake' was unknown, until now.
Idea
A talking pancake saves Christmas from international pandemic.
(This really happened.)
Strategy
A belief in diversity and the power of difference is one Channel 4’s key brand values.
So, as everyone stressed about holding onto their traditions, we wanted to offer a message of hope. Although Xmas might be different this year, “different can be good”.
As usual, we chose to deliver this important message with a healthy dose of humour.
Execution
For our first ever Xmas ad, we wanted to do something genuinely useful for Britain.
Instead of shooting a schmaltzy film, like other brands, we gathered the key representatives of all the major holidays to help Santa save Christmas.
Unfortunately, things got a little out of hand. Some things were said, many of which can never ever be taken back.
But, ultimately, a talking Pancake stepped up and set the record straight.
Outcome
Christmas was saved.
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