Cannes Film Silver
Top 10 Ads of the Decade

Our Christmas campaign for M&S introduced the erotica-reading helicopter-piloting Mrs Claus. It was M&S’s most successful Christmas campaign in their long history, with over 100M views across YouTube and Facebook. Thanks to the campaign, M&S’s sales grew for the first time in over 6 years. The Evening Standard, The Sun, The Daily Mail and my mum all called it the best Christmas ad of the year. Even the name of the erotica Mrs Claus read in the commercial trended on twitter #fiftyshadesofred. In 2019, Ad Age named it in their Top 10 Christmas Ads of the Decade. Below is the film and the obligatory case study.

- Cannes, Silver, Film
- Cannes, Finalist, Film Craft
- 2x Cannes, Finalist, Entertainment
- Cannes, Finalist, Cyber
- Cannes, Finalist, Media

Whilst it attracted lots of press and was shared widely, one post in particular was shared over 2 million times and had millions of views.


What’s with the name?
Once upon a time, my three year old brother arranged a random series of letters together to name a toy train ‘Psembi’. Months later, whilst sitting on the backseat of a station wagon as my hippy mum gave birth to me, my brother pointed to the newborn and said one word. Psembi.  
Who is he?
Psembi is the son of a crocodile farmer from Broome, Western Australia. He was the youngest Creative Director in the history of BBH London and ran Audi, BBH’s foundation account. He’s now the Group ECD at DDB Melbourne. His creative awards include a BAFTA amongst 200 others.