Holiday Campaign Interview: Christmas Advert 2017

"That 1992 was a really bad year for interior design."


Simon Robinson
Creative Director WCRS
In a few words, tell us about your role in the creation of "Christmas Advert 2017"


I’m the agency Creative Director on Sky Cinema. I’m there to help the creative teams develop their ideas, to make sure the work we present is as good as it can be, and once we have the concept approved I’m there through the whole production process from choosing a director, to the shoot, to the edit right up until the ad goes on air.
What was the original brief for this campaign?
This Christmas come together and feel the magic of movies with Sky Cinema.
What inspired you to approach the campaign this way?
The break-through came from Jess Watson and Alicia Job, the creative team working on the brief. It dawned on them that they share a Christmas tradition: they watch the same movie with their families every year that they’ve watched since they were little. After that it was just a case of putting pen to paper.
How difficult was it to sell the idea to Sky Cinema?
Not difficult at all. I think the very first meeting where we had to share some initial ideas with them to make sure we were in the right area they heard this one and that was it…love at first sight.
What was the biggest challenge you faced during the process?
Unfortunately we start working on Christmas at least eight months before the work appears. So there’s a stage when you find yourself wrapped up in a world of snow and reindeers at the same time people are wearing shorts, t-shirts and eating 99’s. It all gets very confusing.
What did you learn from the experience?
That 1992 was a really bad year for interior design.
What’s a “behind the scenes” story that only you know about?
The shoot caterers felt it appropriate that we had a full-on Christmas dinner on the first day of the shoot…the 17th of September.
What do you think the advertising industry's New Year’s resolution should be?
Climb every mountain 
Ford every stream 
Follow every rainbow 
'Till you find your dream
What is your favorite holiday campaign of all time?
The Irn-Bru version of Raymond Briggs’ Snowman. It’s very funny.


Simon Robinson
Creative Director WCRS