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Meijer’s Ad Confronts How Holidays Feel ‘Wrong’ This Year

Meijer's Ad Confronts How Holidays Feel 'Wrong' This Year


Meijer’s Ad Confronts How Holidays Feel ‘Wrong’ This Year

In a scene that’s no doubt playing out in living rooms around the country, a family puts up its holiday decorations, trying to end the long and tumultuous year with some familiar rituals and splashes of brightness.But there’s a grinch, in the form of a sulky teenager, in their midst. Along with heavy sighs and eye rolls, she complains it “doesn’t even feel like Christmas” and criticizes her little sister’s tree-decorating skills. “You’re doing it wrong. It’s all wrong,” she says. “They might as well cancel Christmas. They’ve canceled everything else.”Can these festivities be saved? Watch how Meijer, a Michigan-based grocer and retailer, takes that dark 2020 mood and turns it into a bonding moment between siblings:The campaign, dubbed “You Better Not Pout,” comes from The Distillery Project, longtime agency of record for the brand, along with filmmaker and commercial veteran Noam Murro. The nearly 2-minute piece purposely leaves out product pitches and store imagery in favor of “a Christmas wish for the community,” said John Condon, the indie shop’s founder and chief creative officer. “This spot is about empathy and hope—we’re not at our best when we pout, even though it’s a totally legitimate reaction to everything that’s happened this year.”Meijer, a family-owned business that operates 256 “super centers” in Michigan, Ohio, Indiana, Illinois, Kentucky and Wisconsin, wanted the seasonal ad to “spark brand connection through customer relevancy and compassion,” said Renee Vought, director, creative and visual merchandising and marketing. It continues the chain’s tagline, “Believe,” and adds an uplifting coda, “Christmas is Coming.”It has been airing, in its long-form and 60- and 90-second versions, on cable and network TV during tentpole programming like The American Music Awards and The Sound of Music on ABC and NFL games on Fox and NBC. It’s also getting YouTube and paid social media distribution.Credits Client:  MeijerAgency: The Distillery ProjectFounder/Copywriter: John CondonFounding Partner/CSO: Ben KlineHead of Operations/Partner: Kim TannerHead of Production/Partner: Nik TraxlerProducer: Brenda CortésCreative Director: Chris PollockAccount Director: Annie GrayBusiness Affairs Manager: Bonnie KalafProduction: Biscuit FilmworksDirector: Noam MurroPartner/Managing Director: Shawn LacyExecutive Producer: Andrew TravelsteadProducer: Emily SkinnerHead of Production: Rachel Glaub / Sean MoodyDirector of Photography: Eric SchmidtProduction Designer: Brock HoughtonEditorial: Rock Paper ScissorsEditor: Damion ClaytonAssistant Editor: Sebastian ZotoffProducer: Sasha GruborHead of Production: Dre KrichevskyExecutive Producer: Shada ShariatzdehManaging Director: Eve KornblumColor: a52 ColorColorist: Daniel de VueProducer: Jenny BrightExec Producer: Thatcher PetersonMusic Company: JSM MusicCEO/CCO: Joel SimonVP/Executive Producer: Jeff FiorelloProducers: Norm Felker/Andrew Manning/Sharon ChaAudio House: Margarita Mix Santa MonicaRe-Recording Mixer/Sound Designer: Nathan Dubin Assistant Engineers: Sean Melia & Mike Murzyn Operations Manager: Brian FrankExecutive Producers: Whitney Morris & Paula Arnett

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