Campaign Middle East - November 15, 2015

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There is something magical about the onset of a holiday season. Christmas, Ramadan, Diwali, you name it. Whatever the occasion, suddenly, every brand seems to ditch its commercial raison d’être to go all schmaltzy and cute – wearing its heart on its sleeve and taking us for a dance across the cheese counter. It is as if, as the countdown kicks off, finance personnel are gagged while their sales colleagues turn into the kind of huggable mascots children want selfies taken with.....