All I Want for Christmas

Spencer Dodd is a managing director and partner at Merman, working alongside Siobhan Murphy in their Advertising and Branded Division. Prior to his stellar career at Merman, Spencer cut his teeth alongside industry heavyweights Dave Trott, Geoffrey Seymour, Chris Palmer, Frank Budgen, Paul Rothwell and Helen Kenny going on to produce some of the UK’s biggest and most loved TV commercials for production companies Gorgeous Enterprises and The Sweetshop.

As 2022 draws to a close inevitably our thoughts turn towards 2023 and what the future might hold. 

Whilst 2022 certainly contained some highlights for us, celebrating with some of the great and good of advertising at our 5th anniversary party, some exciting new signings, some notable work and even a few awards; somewhat unusually much of it was spent pondering what the future might hold as we lurched from one disaster to another…. the consequences of Brexit coming home to roost, a pandemic, the War in Ukraine, an energy crisis, the resignation of the Prime Minister prompted by scandal, a new Prime Minister, the passing of the Queen, rising inflation, rising interest rates, the resignation of another prime minister in record time, another new Prime Minister, tax rises….. the list is literally endless. Surely we must have broken the world record for the most unprecedented events in a single year?! Our children and grandchildren will certainly be reading about 2022 in their textbooks for years to come. 

For better or worse, the end of the year seemed to bring about some sort of certainty…. tough times ahead for the foreseeable future. Having already reflected upon the year gone by, 2022's Christmas ads promoting charity, kindness and love sprinkled with a few laughs; are probably a fair indication of what we can expect to see moving forwards. It doesn’t take a brain surgeon to work out that finances will certainly be front of mind for many so I’m guessing it’ll be more a case of “we’re on your side”, “we get you" and “we’re here to help” rather than big, opulent, showy brand ads. The worry though is that in times of uncertainty and hardship, when emotions are running high, we gravitate towards the safe and the bland; researched to within an inch of its life for fear of misreading the room.

But who wants bland?! I want an ad that I’m grateful to see popping up on TV / in my feed, something to distract me from the news; not something that I’m going to resent for wasting my time as I try to watch Bad Sisters. An entertaining ad needn’t cost any more than a bland ad. Simplicity and a clear message; a good story well told with emotion and craft is the key to cutting through. Make me laugh, make me cry, make me smile, make me gasp and I’ll remember your brand; even thank you for it. If it’s something I need, a good product, well made at a fair price I might even buy it.

Lots has changed these past 12 months but some things never change; and what I want to see is a brave idea with a bold message. Stories well told and well crafted. Yes to diversity, yes to inclusion, yes to the environment, yes to sustainable production processes, yes to peace, yes to love and yes to harmony. And if you can make me laugh too then I’m yours. I’m a sucker for good advertising, so if you can pop a few of those in my stocking I’d be very grateful. I promise I’ve been a good boy.