So far, I have had 44 Christmases.

When I think back on them, they all blur into one big melty Terry’s Chocolate Orange.

A generic blob of festivity, tinsel, gifts and the delights of Jesus.

In fact, there are only two that I can think of that stand out clearly.

The first was in 1992, vomiting violently over 5 guests from my Dad’s work after discovering smoked salmon on brown bread and eating 11 pieces.

The second, in 2015, when Santa’s belt popped off and his trousers fell down in front of my daughter’s nativity play (he didn’t even attempt to pull them up again).

Why do I remember these two Christmases out of the 44?

Because they were funny.

Surprising.

Memorable.

I can retell them to people even when it’s not ‘that time of year’ and they are still relatable (who gives a child unlimited smoked salmon for Christ’s sake?).

Xmas in ad land should be no different to any other season. People want to be entertained. They want disruption. A break from the clutter. Especially during Christmas when the ads start in May.

Of course, there is a lovely warm comfort in seeing the same Coca-Cola truck flog its wares year after year. Or the same old cartoon carrot dancing around a mince pie with a face. But there is always room for surprise. It’s the greatest gift we can give an audience and guess what it… it makes you more memorable which means you create more awareness.

After all, what’s the point of doing a big budget yuletide ad for a chain store, if people keep confusing it with that other big budget yuletide ad for a chain store? How many choreographed snowball fights to a Duffy track can one fashion brand do before you stick your head in the Turkey?

The worst thing you can ever do is blend in. And the risk of being absorbed into the big noisy either is bigger than ever at Christmas. Blending in means dull and dull is the greatest waste of a big sparkly budget there is. Especially since you have the nation’s eggnoggy eyeballs, and indeed the papers all turning your way. Waiting to see what you’ve done this year, like judgy sceptical elves.

The good news is that using humour is the best way to avoid this. It’s the number one tool we have to stand out and create love for a brand. Lots of smart people have lots of smart charts to scientifically prove this, but it’s a basic human truth. Funny connects us more than anything else. Connects us to culture, to memories, to the people we choose to hang out with, to the TV shows we keep going back to. Most of the time it's laughter and wit that binds us.

If Christmas is indeed “our Superbowl” then we need to keep working with this executional tool. Entertaining, observed, laugh-out-loud work that, like a puppy, doesn’t get ignored after December the 25^th. Sure, there’s space for the moving and the sentimental during the season of goodwill to all men (and women) but too many weepy mood films can be like too many salmon sandwiches on brown bread - the bile begins to rise. You can never have too much of funny though.

I have a feeling this Christmas we’ll be seeing more light-hearted work. It feels like the tide is changing. People want cheering up more than ever right now. We know this.

After all, it's joyous seeing the Coca-Cola truck arrive with Santa on board.

But it would be even better if his trousers fell down.