Dents ‘I Love You, Because…’ Christmas Advert 2017

—Focuses on human values, while being a romantic, and nostalgic film.

Is a short film, set during the run-up to Christmas Day, then culminating on the day itself. The film features, albeit subtly—the Dents brand (gloves, hats, scarfs et al) without following the status-quo of a brash and ugly selling pitch of products. Beautifully shot scenes coupled with the composed score, create an engaging and emotional storyline—capturing a ‘Dents couple’, their relationship, values and the quintessential British Christmas experience.

Making the film is relatable to real life. However; with a generous sprinkling of magic; helping capture the nostalgic, romantic feeling that surrounds us at Christmas time.The aim of the film is to connect and to cause conversation; creating a dialogue with customers old and new. We want to talk about and celebrate the effort of giving gifts that require a little more thought — and choosing quality over quantity.

This is a Christmas story to be passed down for generations.

‘I love you, because’… focuses on human values, we wish to display Dents as intricately linked into the lives of the protagonists, subconsciously featuring them in the romantic, almost nostalgic film. It’s about one person carefully choosing a gift — a metaphor for the careful production of Dents. The flow of the film runs parallel to the main character reciting the reasons they love the other.

We find ourselves reflecting on our own relationships as we listen to them embracing their full personality, adoring the intimacies they’ve learnt about one another and reminiscing about their relationship with meaning, humour and honesty. The monologue cumulates in a gesture, a thoughtful gift carefully chosen for her. He knows she loves to dance, and he has secretly learnt how to — just for her.

As we follow our couple on their final stop of the evening—after a very busy Christmas Day together visiting family, they find themselves finally having a moment alone as they walk down the street, it is then when he gives her his gift. Whilst this scene is rolling, we cut multiple times to past scenes leading up to this point. Simultaneously throughout the scenes, a monologue speech is playing – the protagonist citing all the things he loves about his partner.

In the cutscenes, we follow our lead in the build-up to Christmas. We follow him as secretly attempts to learn to the one thing she loves most... He learns to dance. We also use these cut scenes to show their love, with little indications of their relationship and history. We then begin to understand his caring motives as we learn about his partner’s history and relationship with dance. He is learning so that he can re-ignite her passion and enjoyment for something she feels she no longer has time for. Ultimately, his gift is to show how well he knows her and much she means to him.

Watch the short film here

In a time when we feel pressure to buy everything, our protagonist has chosen to take their time and create something of more worth — to valuing; craft and care over an easier, but ultimately empty, gesture. His gift is not just a panicked soulless purchase—his time is a metaphor for the careful production, care and dedication that Dents have held since the beginning.

Popularity is far more likely to be achieved with creative excellence, and this means there was an opportunity for us to create a short tailor-made short film for Dents — Building from the same narrative of the first film (The Road) in having the opportunity to fall in love with characters has great inertia. And that means it’s an exciting time for brands such as Dents, who can now be behind something truly original and inspirational, going far beyond marketing a product.

This is surely one of the underlying key arguments for branded content, delivered regularly. Our ultimate aim is to encourage engagement by producing quality content for the audience — improving from an audience perspective and tracking will increase brand awareness. Operating at the intersection of art and commerce we continue to participate in the product and content marketplace as both actors and advisors so we know first hand what it takes to make noise & capture attention.

From collaborating with clients who share our passion and focus as well as the understanding that the rewards of making something truly original and engaging often don’t come without the determination to overcome all obstacles.

Client: Dents

Advertising Agency: Supreme—DBA

Creative Director: Justin Barrow

Art Director: Robyn Blackwood

Videographer: Justin Glynn

Sound: Russell Parrett

Score: Gordana Jovkovic

Production: Justin Barrow/Robyn Blackwood

Makeup: Morgan Brinsley-Plumpton

Actors: Lee Chapman/Faye Banks

Idea Generation
Script
Poem

Art Direction
Storyboard
Locatons

Pre Production
Production
Post Production