Merry Different is a branded content film, created to promote a media company (Channel 4) and evolve its identity.

We used creativity to turn content into culture, tapping into the cultural conversation around Covid-19 'CANCELING CHRISTMAS' in the UK.

Covid “Cancelling Christmas” was a huge news item in the UK. A series of last minute government restrictions and lockdowns forced the entire country to rethink their plans.

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.

A talking pancake saves Christmas from international pandemic.

(This really happened.)

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.

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.

Christmas was saved.