British liquor store Oddbins decided to take an unconventional approach to its newest Christmas ad campaign. Rather than a heart-tugging family video, the spot centers around one man and a toy fox instead.
The tone of the commercial begins with a stuffed toy fox following a man's every move in an Oddbins liquor store. Upon announcing his disdain for Christmas, the fox ties the man's shoes together forcing him to trip. Once he falls, the liquor store is transformed into a whimsical Christmas-themed room, with decorations, food, presents and classic movies.
The seemingly deceptive fox is re-introduced as the man's best buddy, with the two even exchanging gifts. The ad ends with the once angry man, converted into a happy, Christmas-loving customer who is eager to buy some booze.