Holiday Campaign Interview: This Is Christmas

"The campaign inspired the campaign. We got lots of great stuff last year while simply letting the cameras roll."

 

Danny Hunt
Creative Director CHI&Partners
 

In a few words, tell us about your role in the creation of "This is Christmas"

 

Acting as Creative and Creative Director for the campaign, I looked after the whole project from concept development to play out.
What was the original brief for this campaign?
Last year we launched ‘This Stuff Matters’ for TalkTalk, and the family received such a warm welcome into the public’s homes we thought it fitting we invite them in again for Christmas.
What inspired you to approach the campaign this way?
The family themselves inspired the campaign. We got so much great footage last year while simply letting the cameras roll, I thought it would be lovely to do the same over Christmas. So we did.
How difficult was it to sell the idea to TalkTalk?
The clients have been great throughout the process - buying an idea with no scripts is pretty brave. I like to think we made it easy for them with the success of ‘This Stuff Matters’ last year!
What was the biggest challenge you faced during the process?
The edit is the toughest part of this job. Imagine how full your house is over Christmas, then multiply that by 25 cameras. This creates thousands of hours of footage, in order to make one 60 second spot. Jeez.
What did you learn from the experience?
It was a unique experience, and a privilege watching this family’s Christmas unfold. Oh - and that everyone really does get socks.
What’s a “behind the scenes” story that only you know about?
It involved an elf and the son… that’s all I can say.
What do you think the advertising industry's New Year’s resolution should be?
I’d like all agencies to agree on a set fee, like the Actors Guild in the states. Then all other decisions are based on the work.
What is your favorite holiday campaign of all time?
I liked the John Lewis ad with Monty the penguin. It reminded me of an old friend, but he wasn’t a penguin.

 

Danny Hunt
Creative Director CHI&Partners