Are you a young creative looking to make your way into the ad industry? Alternately, are you an elder statesman interested in helping a wee one navigate this brutal business?
If you can say yes to either, you might be interested in a project from a group of British agency staffers. “Merry Critmas” is a gag that involves getting industry vets to be just a little more supportive of one another, maybe.
Copywriters Alex Goddard and the creative team of David Felton and Asa Bradshaw spent countless hours they could have wasted reading the comments on this blog to get their thing going because it’s hard out there for a young creative trying to land a decent gig or even get someone to check out his or her book.
Here’s their video. SPOILER: “Father Critmas” is something of a dick who has a big breakdown around 2:39.
The project was a collaboration with U.K. agency Magnafi, customer engagement/content creation company TRUNK and One Minute Briefs, the popular British social media happening that forces creatives to shut up and work already.
Regarding its purpose, the trio who came up with the idea said, “For undiscovered talent trying to break into advertising, it’s the perfect gift.” The group got into it.
I’ve spent fucking hours matching you creatives up & want to know how your crits go. Best selfie wins this. 👇 What’s not to love? Oh wait.. pic.twitter.com/h9Adyitzpi
— Father Critmas (@father_critmas) December 13, 2016
And they sent out cards as well.
So far the #MerryCritmas crew has “matched up” more than 160 pairs of creatives, the vast majority of them in the U.K. Quite a few big names in the U.K. have signed on including AMV BBDO chief creative officer Paul Brazier, Ogilvy vice-chairman Rory Sutherland, Zenith head of innovation Tom Goodwin, and a bunch of CDs, ECDs and ACDs. (We may have agreed to participate as well, though we haven’t yet responded to the nice young lady who drew our names because we are bad.)
“When people collaborate, anything is possible,” said Nick Entwistle, Magnifi CCO and creator of One Minute Briefs. “We witnessed that last year when we helped the NHS Choir beat Justin Bieber to Xmas No1. This year, we couldn’t resist the chance to get involved and be part of something special for the creative industry this Christmas.”
Felton said, “No matter where we are in our ad careers, whether we’re students or CCOs of global agencies, we can all benefit from a book crit. The juniors get honest feedback … and the seniors get exposed to fresh thinking and new talent.”
The big questions: How good are the portfolios, and should we all be optimistic about the future of creative advertising in 2017?
Father Critmas seems skeptical.
Don’t think anyone has earned this… But every creative who gives a crit is my Creative Of The Year! https://t.co/IqjBvZPSX4#MerryCritmaspic.twitter.com/k0mMMoXif0
— Father Critmas (@father_critmas) December 14, 2016
…but George Tannenbaum is behind it.
Been roasted #MerryCritmas Thanks George Tannenbaum and @father_critmaspic.twitter.com/FYABnZMzQr
— Andrea Erali (@AndreaErali) December 16, 2016
The creative who got matched with the Ogilvy guy later wrote, “George Tannenbaum was a delight to talk to, and it looks like I found a mentor in him.”
For the record, Father Critmas is an ad man through and through.
