Calling time on advertising’s toxic Christmas tradition

Christmas is the pinnacle of the UK advertising calendar but, in a year like no other, we have the opportunity to re-write the rules of the game for good and call out toxic behaviour and bullying on social media. 

“To everyone who made a Christmas ad this year. Thank you - I love them all. It’s always a big brief, and 2020 must’ve made it a tough one, but I’m full of festive cheer - hope you are too.” Vikki Ross’s pitch-perfect Twitter take on this year underlined why she is the industry’s copywriter-in-chief setting the tone for a challenging year. Far from lining up to give 2020's Christmas ads a kicking, this year offers an industry-wide opportunity for a reset moment. As American psychologist Abraham Maslow famously said: "I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail." 

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