Australian director Steve Rogers shoots Plenty’s ‘Xmess’ Christmas spot via AMV BBDO, London


Australian director Steve Rogers of Revolver has directed towel brand Plenty’s latest campaign via AMV/BBDO London, which embraces the mess this year and bucks the conventions of festive advertising, giving viewers a story of Christmas love as it really is, mess and all.


The first work for the brand from Plenty’s new agency, AMV BBDO London, the ‘Xmess’ film is set to the track ‘Love Hurts’ by Nazareth, and is directed by the award-winning and Emmy-nominated director, Steve Rogers.

All the ingredients of a conventional Christmas ad seem to be there: decorations are up, relatives are gathered, wearing festive jumpers, cooking and cheersing together…

But it shows viewers the side we never get to see, yet have all experienced – the messy chaos that loved ones bring. From baby nieces who give a milky ‘welcome vom’ to the dog’s surprise wee under the Christmas tree, the spilled gravy, the floored turkey, the mishaps, the awkward encounters, and all the things you can’t unsee.

The reality is, Christmas with loved ones is ‘always a mess. But it’s our mess. And there’s no place we’d rather be.’ As the track ‘Love hurts’ suggests, it can test our love to the limit. But the rest of the campaign affirms: ‘Love is stronger than spilled gravy and baby vomit. And so is Plenty’,

Says Rogers: “I just felt that Christmas is rarely represented as it really is, and I thought this was a wonderful opportunity to be a little more honest. The odd thing is, that for most of us, despite the madness, we keep going back for more, year after year. It’s a strange and masochistic reflection of our deep familial love.”

Says Toby Allen, deputy ECD, AMV BBDO: “Christmas is a time of love, but it’s not all kind hearts and smiles – it’s complex, chaotic and messy.”

This campaign not only shows a more honest version of love at Christmas, it sets a new course for the brand and for the entire category.

Says Martina Poulopati, global marketing and communications director for Essity’s household towels business: “After decades of spotless kitchens and Truman-show families, it was time to stop demonising mess or celebrating it as if it was lovely. Plenty is the first brand adopting a radical honesty where life with our loved one is depicted the way it really is: messy, occasionally yucky, and sometimes downright revolting. But that’s what real love is: when you invite people into your life, you accept the collateral damage.”

Says Nicola Coronado, UK marketing director, Plenty: “We’re taking a fresh point of view on cleaning, and how it intertwines with relationships. This campaign shows that it’s the love we feel for our close ones which enables us to deal with their mess. Love conquers these messy situations, and so does Plenty.”

The campaign will run for six weeks in the UK, Republic of Ireland and France, with executions across TV, VOD, social, press, point of sale, and digital Out-of-Home. It will be supported by a social campaign encouraging people to join in and share their messy #Xmess moments. It will be followed in 2021 with more work that builds upon this new brand platform.

Creative Agency: AMV BBDO
Executive Creative Directors: Nicholas Hulley, Nadja Lossgott
Creative Director: Toby Allen & Jim Hilson
Copywriter: Dan Warner & Prabhu Wignarajah
Art Director: Jamie Starbuck & Andy Vasey
Agency Planner: Margaux Revol
Agency Account Team: Sara Abaza, Harry Buggé, Terrance Obeng
Agency Producer: Edwina Dennison
Media Agency: Zenith Media
Media Planners: Anna Shaw, Nicola Gow

Production Company: Somesuch x Revolver
Director: Steve Rogers
DoP: Simon Duggan
Photographer: Derek Henderson
Art Producer: Fiona Bailey
Design & Typography: Max Henderson
Production Co. Producer: Caroline Kruck, Seth Wilson, Lee Groombridge
Post-production Company: Time Based Arts
Business Affairs: Michelle Holmes, Cate Killeen
Audio Post-production: Sam Ashwell @ 750mph
Editor: Rich Orrick, Jamie Hodgson @ Work Editorial
PR (UK): Hannah Craig, Senior Account Director, FINN Comms (UK)
PR (Global): Olivia Sealy, Ketchum (Global)

Essity global:
Martina Poulopati, Global Marketing & Communications Director
Julia Safanova, Global Brand Communication Manager

Essity UK:
Nicola Coronado, Marketing Director UK, Ireland
Iain Lavelle, Marketing Manager (Plenty Brand)
Leanne McLeod – Brand Manager (Plenty)

Essity France:
Jennifer Diaz, Marketing Manager
Alix Arnaud – Web / Digital Content Manager
Juan Pava, Brand Manager