A Christmas comedy campaign for the chaos of real life — written, conceived, and pitched in six days for Decked Drawer Systems.
The Challenge
DECKED had built a loyal following among contractors, hunters, overlanders, and sportsmen. The brand's humor and authenticity were already there, baked into their instruction manuals and customer reviews. The opportunity was to scale that voice into a full-blown campaign that could hit broadcast, paid social, and even radio.
The Pitch
I teamed up with Forza Media to pitch three campaign concepts. One of them leaned directly into the holiday season — a comedic Christmas campaign that reframed who actually benefits from a DECKED system. Spoiler: it's the wives.
The Script ——— Setup
Three Wives. Three Setups. One Gift.
WIFE 01: The Bitter Inventory Manager
We open on a tired-looking wife, seated straight to camera. She's hitting a wall. One more "have you seen my—" and she's out. Just then, her husband pokes his head in. "Babe, have you seen my tackle box?"
She inhales deeply.
WIFE 02: The Spatially Compromised
Another wife complains that her husband has two weeks off work and is just hovering. She can’t get him out of her space. He walks in and says he’s making brownies. We pan to see the kitchen is an absolute nightmare. She tells him to go skiing with friends, but he says he doesn’t feel like emptying his truck, plus he wants to spend time with her.
She looks directly into the camera… “help.”
WIFE 03: The Packing Nightmare
This wife complains that despite their annual trip to visit the in-laws being annual, her husband always packs the truck the morning of. In a fit of stress and rage, her overwhelmed husband curses and plays tetris in the truck bed with luggage, gifts, and skis, chucking out his tools and sports gear all over the garage. The wife says, “The garage will now look like this for 3 months.” The husband stubs his toe on a toolbox and flips out.
She turns to camera. “The most wonderful time of the year.”
The Script ——— Solution
One Week After Christmas
WIFE 01: The Bitter Inventory Manager
The truck bed is DECKED out, labeled, and gleaming. The wife leans in: "He hasn't asked me where a tool is in 72 hours." He walks into the kitchen, opens the fridge. "Babe — where's the milk?" She sighs.
WIFE 02: The Spatially Compromised
She's in an armchair, reading a book, drinking coffee. Pure zen. We cut to her husband — already out the door, heading ice fishing with friends. She turns to camera: "He's left me. And I don't know if he'll ever be back." She can barely contain her joy.
WIFE 03: The Packing Nightmare
This wife complains that despite their annual trip to visit the in-laws being annual, her husband always packs the truck the morning of. In a fit of stress and rage, her overwhelmed husband curses and plays tetris in the truck bed with luggage, gifts, and skis, chucking out his tools and sports gear all over the garage. The wife says, “The garage will now look like this for 3 months.” The husband stubs his toe on a toolbox and flips out.
She turns to camera. “The most wonderful time of the year.”
