# Shameless Christmas Commercials The '#Whatthebells' Ad Makes Fun of Early Christmas Advertising By Katherine Pendrill | Published 2016-11-10 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/whatthebells References: [foodbev](http://www.foodbev.com/news/bells-whisky-rolls-out-1-5m-atl-campaign-for-christmas/) & [youtube](https://www.youtube.com/watch?v=ep42bUS5_yQ&feature=youtu.be&oref=https://www.youtube.com/watch?v=ep42bUS5_yQ&feature=youtu.be&has_verified=1) While many retailers are guilty of the 'Christmas creep,' Bell's whiskey has decided to make clear its attempt to take full advantage of the holiday season with a humorous new spot titled '#Whatthebells.' In #Whatthebells, comedian Matt Berry stars as 'Noted Actor' Steven Toast. While clutching a glass of whiskey, Toast proclaims that [Christmas advertising in November is ludicrous](https://www.trendhunter.com/trends/its-not-the-thought-that-counts) and declares that "some people have no shame." However, the camera then pans to a group of carolers behind Toast who launch into a rendition of 'Jingle Bells' while holding glasses of Bell's whiskey. While only 15 seconds long, the self-aware ad cleverly makes fun of the fact that consumers are growing tired of [increasingly early Christmas ads](https://www.trendhunter.com/trends/sainsburys-christmas-ad), while simultaneously reminding them to stock up on [Bell's blended scotch whiskey](https://www.trendhunter.com/trends/bear-fight-whiskey-ad) during the holiday season. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 26% | Activity: 77% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Humor](https://www.trendhunter.com/humor) ## Key Themes ### Why This Trend Is Growing - **Early Christmas Advertising:** Disruptive innovation opportunity: Develop a marketing strategy that leverages consumer fatigue with early Christmas ads and offers a fresh, more targeted approach. - **Self-aware Advertising:** Disruptive innovation opportunity: Create ads that acknowledge and playfully make fun of consumer sentiments, fostering a stronger connection with the audience. - **Humorous Commercials:** Disruptive innovation opportunity: Design ads that use humor as a powerful tool to engage consumers and differentiate from traditional advertising approaches. ### Industries Being Reshaped - **Retail:** Disruptive innovation opportunity: Implement innovative strategies to combat the 'Christmas creep' and create a more enjoyable and personalized shopping experience for customers. - **Alcohol:** Disruptive innovation opportunity: Introduce new and creative holiday-themed alcoholic beverages or promotions that align with consumer sentiments and trends. - **Entertainment:** Disruptive innovation opportunity: Collaborate with comedians or actors to create entertaining and memorable advertisements that resonate with viewers and generate brand awareness. ## Related on Trend Hunter - [Playful Alcohol Ads](https://www.trendhunter.com/trends/aviation-gin-commercial.md) - [Seasonal Beer Campaigns](https://www.trendhunter.com/trends/shiner-beer-holiday.md) - [Comedic Christmas Parodies](https://www.trendhunter.com/trends/reinfell-ad.md) - [Heritage-Honoring Whiskey Branding](https://www.trendhunter.com/trends/bells-blended-scotch-whisky.md) - [Rewritten Christmas Song Ads](https://www.trendhunter.com/trends/hijacking-christmas.md) - [Festive Shoppable Choirs](https://www.trendhunter.com/trends/shoppable-choir.md) - [Tongue-in-Cheek Spirit Campaigns](https://www.trendhunter.com/trends/lidl-ben-bracken-islay-single-malt.md) - [Social Persona-Liked Whisky Cocktails](https://www.trendhunter.com/trends/social-persona.md) - [Mystery-Style Holiday Ads](https://www.trendhunter.com/trends/sweet-suspicion.md)