Holiday ads usually play up the sentiment, family times and spirituality of Christmas. But some marketers get attention by going in the oppositedirection.

In this example,a man is leading his camel across the desert, following a star. Hearrives at a stable bearing a gift and finds a baby seemingly abandoned in a manger.

Turns out that the parents, assorted animals, some shepherds and the other Wise Men are in an adjoining room, totally engrossed in a TV show.

(Watch the video here)

While a cable channel may feel safe making fun of the Christmas story in France, it's unlikelysuch heresy would fly in the U.S.

(Watch the video here)

Although, Kmart did get away with asaucy little ad that shows a male bell ringer choirperforming without pants. By gyrating their hips, they're able to ring the bells in their boxershorts.

Across the pond,where irony is a national sport, this ad shows several people opening oddlittle gifts.

(Watch the video here)

The daughter nervously shuffles her feet in a very expensive looking pair of shoes and the son and father look up at mother admiring herself in a fabulous new dress. And we see thewords, "Harvey Nichols Sorry I Spent It On Myself Gift Collection."

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Holiday ads play up irreverence to attract shoppers