Creating that all-important image is a big deal in media - it's all about the "perfect" body, the glossy, the gorgeous, the completely photoshopped.
We all know the deal, and creative advertising agency Victors & Spills know it so well, they've brought us their very own spin on what it takes to make the perfect (holiday) image. With a feminist/Christmassy twist.
Watch this video below to see what they've come up with - as far as holiday cards go, this one is pretty standout. Think bikini-clad Santa standout...
Yes, the video reveals the disturbing truths concerning women's bodies in the industry and that need for the ideal image (Victors & Spoils admit "Guess we're no different") but it also mixes in a festive message. Bravo.
What are your thoughts on this video holiday card? Let us know on Twitter @MyDailyUK