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11 December 2020

Don't gift up.

by Andrew MacGregor

Landsec: “Famously Bad” - 40s

This 40" ad from Landsec, the owner of Westgate Oxford and other shopping centres, shows that expert gift-giving takes years of practice. The well-meaning protagonist learns this the hard way, as friends and family unwrap mediocrity year after year. Fashion and technology may change, but the look of disappointment on Christmas Day never does.

There are some lovely transition shots as the bloke grows older and hairier, but not necessarily wiser. His naive optimism is gradually worn down by each well-cast recipient, as ironing boards, first aid kits, and wolf jumpers push "it's the thought that counts" to its limits. Fortunately, the advertised shopping mall believe everyone has at least one shrewd purchase in them.

Film Production: Dark Energy Ⓟ Ⓦ
Director: Simon Levene Ⓟ Ⓦ
Exec Director: Matt Brown
Producer: Claire Welberry
Editor: Spencer Ferszt @ Marshall Street Editors Ⓟ Ⓦ
Post Production: Charles Gillett @ Freefolk Ⓟ Ⓦ
Colourist: Paul Harrison

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