A Different Christmas.

The Philippines, they say, celebrates the longest Christmas. As early as October you could already here carols and Christmas songs playing and being sung. No problem with that. For a festive country like ours, I sure would be surprised if we celebrate it short and sweet. Heck, birthdays even sometimes last a month-long. That's how we love to celebrate...

My Christmas celebration begins as early as August. Yes, August. Right after my birthday.

This industry relishes that. And being here for more than 5 years now, I realized earlier on that Christmas will never equal to holiday but OT. But I am not complaining. I should be grateful that there's work and work has to be done. Better than a starved Christmas, yes? Christmas planning for most brands begin strategizing as early as August. And with one end in mind: owning Christmas.

The big question is: Since every one wants to become the owner of the Christmas Spirit, can one single brand really own it? What is owning Christmas all about? Who is the real star of the Noche Buena Feast? Or the official usher of the Yule?

For me, owning Christmas is a tall order. It's like getting the new Spice Girls Concert tickets. It's such a hard, daunting task. You need to crack the insight, and package the communication in punchy ways. It has to be memorable and relevant. There's so much in the checklist that when you get to the bottom of it, it's just sooo muddled up already.

I remember last year. I was in Palawan for a quick 4-day vacation. I was efficiently working and relaxing at the same time. I went around on a trike tour (of Puerto Princesa) while on the phone talking to clients. While I was appreciating the scenery and lush greens, I was also taking mental notes of the revisions being made. While cruising the beautiful waters of Honda Bay, I was on the phone, too. And when I am back to the hotel, I spend opening and closing hours at the business center. Well, those were three different big Christmas projects being done all at the same time.

That's last year. I said I will never look at Christmas the same way again.

But this year, it's different. I officially was ushered to Christmas during the Christmas Caravan Press Launch of Coca-Cola that coincided with the Annual Christmas tree lighting at the Araneta Center. It was fun. Since the whole event is a rip off of the Rockefeller Christmas tree lighting, it felt like New York. New York, Cubao.

A handful of celebs were there to celebrate with us. Sayang i'm not much of a camwhore that day. But I did get photos of what I want. Not bad.

Oh well.

For the first time, I am not harassed this season doing and rushing Christmas campaigns. It's with another AE here in the team.

Downside is, I am handling another toxic campaign that has nothing to do with Christmas. It's meant for 2008. Yes, doing things now for0 '08.