When I went shopping this morning, I was – once again – struck by a sensation that might best be described as an odd mixure of déjà-vu and unscheduled time travel.

I noticed that the department store had just launched the billboard campaign that we created for them 4 months ago. In early summer.

That is probably one of the strangest things on planet advertising: Due to handling times and long production processes, the seasons get all mixed up. In summer, we brainstorm about christmas campaigns and in deep winter we travel to the southern hemisphere to shoot commercials in the sun.

It’s like living in two shifted time zones. Very confusing.

Anyway, I gotta go now. Buy a christmas tree.