I just don’t see how this sells office supplies…

Year four for Elf Yourself, which got coverage in Mashable not once, but twice.

Hopefully, after four years, people can remember it’s Office Max that puts this on, and not Staples.

Cute video. Though I think there is something that agencies and brands of all kinds could learn about capturing an event like this - over-production kills the vibe. This effort, with the slick audio mix and the dramatic pull-backs to demonstrate scale make it feel corrupted. A flash mob that happens without the hours of account-team and creative planning, that truly is about a bunch of “performance artists” getting together and entertaining on the spur of the moment, conveys a raw, captured with a handycam-type vibe.

Happy Holidays. May we all have smarter marketing under our trees this year.