Red Letter Days goes on TV

Father Christmas and a band of mischievous elves discover a new line in Christmas presents in Mother's debut campaign for the gift-experience company Red Letter Days.

A national TV, poster, print and radio campaign aims to raise awareness of the company, which offers more than 300 experiences as gift ideas, including space shuttle flights for £15 million. The campaign positions Red Letter Days as a company that tailors presents to individuals.

A 40-second television spot opens "somewhere near the North Pole" and features Santa and his little helpers shuffling around boxes of Christmas presents.

Reflecting on how unoriginal the gifts - toasters and slippers - are, Santa says: "They don't know what they're missing."

The ad cuts to Santa whooping with delight as he speeds off into the distance in a convertible Ferrari, while his elves laugh as they enjoy a hot-air balloon ride. The ad ends with a voiceover, saying: "Give better gifts."

Media planning is through Naked and buying through Equinox. The television activity is supported by a 48-sheet poster campaign and ads in lifestyle titles including FHM, Maxim, Elle Deco and Vogue. Ben Mooge of Mother said: "We wanted to tap into the Christmas market for when people can't think of what to give."

The ad was directed by Michael Patrick Jann through Independent.

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