For its Christmas ad this year clothes retailer Old Navy is foregoing celebrity brand ambassadors in favor of good, old fashioned TV spots.

This one, designed to sell Cozy Socks over Thanksgiving weekend, is part of the One Dolla Holla campaign, which will see Old Navy donate up to $1 million to Boys and Girls Clubs of America.

Christmas ads have got out of control in recent years, especially in the UK where their unveilings make the national news. So it’s nice to see a brand taking a simpler approach.

Let’s just hope this doesn’t backfire on Old Navy, as celebrities definitely sell stuff these days.