The ad details one man’s over-the-top mission to impress his girlfriend’s dad during the festive season. Aware of his love for family history, the man steals his potential father-in-law’s DNA, seduces his sister, and sets off to France to find his long lost brother (who looks strangely like Radiohead's Thom Yorke). 

The campaign also includes print, out-of-home and social ads exemplifying the dangers of overthinking Christmas presents, with unwelcome gifts including a cake made using breastmilk and an ASMR mixtape of someone crying in the bathroom.

"Gift responsibly" is Uncommon’s first work for the brand since winning the account last month. It was directed by Aaron Stoller through Biscuit Filmworks.