Provocative Christmas Ad Reimagines the Nativity, With a Handbag as the Baby Jesus

adam&eveDDB's latest twist on holiday cheer for Mulberry

Headshot of Kristina Monllos

Saying Christmas is a capitalist holiday is like saying the sky is blue—these are accepted truths that don't need to be pointed out. And yet, that's exactly what adam&eveDDB's provocative new spot for Mulberry plays with—though in a fun and unexpected way, in keeping with this brand's cheeky take on holiday cheer.

Watching someone open a gift and gaze upon it with wonder is par for the course during the holiday season, but this setup is smart: After a man gives his girlfriend the luxury bag she desires, the bag taking the role of baby Jesus in the Nativity scene—as members of the community dote on it the way they would a divine newborn.

The game actors deftly and continuously laud the bag's beauty—gold glimmers on each of their faces when they do—all while making sure the tone is very tongue-in-cheek.

It's rare for a brand to be so bold as to tinker with something sacred, especially something like the Nativity scene. And that's what's so special about the spot—Mulberry and adam&eveDDB are willing to take the likely flack for the narrative sake of the spot.

Now let's see how many people actually use the hashtag #MulberryMiracle.

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.