https://www.youtube.com/watch?v=-ZKtL77D7JA
Hallmark has gone for amusing rather than for the heartstrings in its Christmas ads these year. More curiously:
It’s the first time Hallmark has taken an all-digital approach for Keepsake during this high-stakes time of year for sales. But the brand is betting big with its shift away from traditional TV time, investing in not only the clever commercials but also a full-blown digital microsite highlighting the artists behind many of the 400 ornament designs available this year.
https://www.youtube.com/watch?v=QtHgquiZ698
Some of its spots came hilariously close to home. ‘Perfectionist Mom’ pretty much happened to one of our designers during her childhood, more or less frame by frame…
Created by Chandler Creative for Hallmark and directed by Clay Weiner of Biscuit Filmworks, their #KeepSakeIt campaign redefines the ‘Hallmark Moment’ concept with a diverse cast and nicely restrained storytelling. Via the ABC:
Americus Reed, a professor of marketing at the University of Pennsylvania’s Wharton School, acknowledged that some people may be offended by the “tongue in cheek” tone, but the commercials illustrate that Hallmark is trying harder to reach a broader audience, he said. “The commercials will really piss off people who claim a moral high ground, but that’s a small minority,” Reed told ABC News. “The commercials are a playful spin on Christmas nostalgia and they’re pretty effective.”
Hallmark’s not the only company shedding its feel-good appeal, Reed noted.
“Companies are trying to be edgy and odd and border-line offensive these days to stand out,” he said.