Barbara Lippert's Critique

There’s a deadpan humanity and lack of self-seriousness about this new Black & Decker holiday campaign from McCann-Erickson that gives it a kindly, beguiling quality. Especially considering that the spots sell self-important, manly power tools. What’s more, there’s none of the usual yuletide trappings: no gift wrap ping, no silver balls, no Santa’s workshop.

There is a camel, however, but it’s nowhere near a man ger. Instead, it has more of a bad-boy role—sort of like the delinquent teenager who’s going to kill himself drag-racing any minute—and generally makes life miserable for its dad, Animal Adven tures guy Jack Hanna.