BBC1 Christmas 2017 Idents

Please don't spoil the surprise for the rest of us.

Although, if people want the surprise spoiled, or don't attach any surprise element to ident reveals, they now know where to look and find the things they're looking for!

Might divide opinion. I am saying no more! That's enough to make you curious. And now we wait!

The full advert (in spoiler tag just in case):

The full video and the music in full is on the BBC One twitter now. I won't spoil it but it's a nice relief.

It's a perfectly nice film but says zero about BBC One at Christmas. Supermarkets and retailers have to make these kind of adverts in order to stand out from the crowd, as what they're selling can be bought anywhere. It's concerning that BBC One hasn't the confidence in its actual Christmas content that it has to make a new film to promote it.

As others have said, I suspect all the money has been spent on the ad and the ident will be poor, but let's reserve judgement on that until tonight.

It's a nice enough film, but I was waiting for the bit where they actually show something that is on the BBC this Christmas.

They've gone all John Lewis without the iconic tradition of being John Lewis.

None of you have noticed something different at the end of the advert.

That has more to do with the twee concept of Oneness rather than the BBC One Christmas schedule itself. Disappointing. At least there was an explicit link between Sprout Boy and BBC One programming a few years ago.

I noticed a lack of 'oneness' when the BBC One logo appears. Also couldn't help wondering whether Reith might make an appearance in the festive presentation.

But they are the iconic tradition of being BBC One at Christmas.

It's a nice bit of branding. Perhaps though the BBC should put as much effort into their brand the other 11 months of the year. After all, a brand is for life not just for Christmas.

Hopefully there is more to the ident than the curtain. We've been there before.