O&M shows misery of Christmas in ad for the Samaritans

By JOHN TYLEE, campaignlive.co.uk, Friday, 18 December 1998 12:00AM

Ogilvy & Mather is launching a Christmas campaign for the Samaritans next week which highlights the fact that, for some people, the festive season is the most miserable time of the year.

Ogilvy & Mather is launching a Christmas campaign for the

Samaritans next week which highlights the fact that, for some people,

the festive season is the most miserable time of the year.



The TV execution, which uses Bing Crosby’s rendition of Deck the Halls

as its soundtrack, shows various harrowing scenes such as tearful

children watching their parents have a violent argument, a young girl

fearing her father’s sexual abuse and an elderly widow eating alone.



The spot was directed by BFCS Films’ Derek Coutts, best known for ads

depicting happy family scenes, such as the Oxo campaign. His style has

been applied to surprise viewers - the film opens on hearty, happy

Christmas situations which then turn into scenes of misery.



The ad uses the endline, ’Whatever you’re going through this Christmas,

the Samaritans will go through it with you’, and then shows a helpline

number. The endline was introduced in March 1995, when O&M produced its

first work for the charity.



The campaign also incorporates a radio ad based on the Twelve Days of

Christmas. The traditional lyrics are replaced with: ’On the 12th day of

Christmas, there’s likely to be: 12 families fighting, 11 widows

weeping, 10 fathers fuming ...’



The campaign was art directed by Marcus Vinton and written by Alun

Howell.



Media buying is handled by MindShare.



This article was first published on campaignlive.co.uk

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