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American Greetings explores the complexities of relationships in Valentine’s Day ad

American Greetings Explores The Complexities Of Relationships In Valentine’s Day Ad

American Greetings has released a Valentine’s Day video that eschews the mushy-gushy in favor of a deeper, more relatable message.

Created by MullenLowe, the ad features people who use greeting cards to relay thoughts that are sometimes too hard to say out loud or in the heat of an argument.

For example, an elderly man whose son has become his caretaker uses a card to tell him that seeing him is the best part of his day. Later in the ad, a nervous young woman decides to write ‘I love you’ in a greeting card instead of saying it to her new girlfriend face to face.

“We don’t always say what we mean,” concludes the spot. “When we do, it means everything.”

According to MullenLowe, the idea for the ad was inspired by a Harris Poll survey that found that 89% of Americans recognize that good communication is among the most important parts of having a healthy relationship.

The short film is part of the brand’s ‘Give Meaning’ campaign, which launched last year with a video that features a girl who honors her deceased mother by getting a tattoo of a message her mom once wrote to her in a card. The campaign's second video, which was also released last year, tells the story of a husband and wife struggling to conceive. 

MullenLowe: American Greetings 'What It Means to Love'

Agency: MullenLowe
Client: American Greetings
Date: February 2018

American Greetings has released a Valentine’s Day video that eschews the mushy-gushy in favor of a deeper, more relatable message.

Created by MullenLowe, the ad features people who use greeting cards to relay thoughts that are sometimes too hard to say out loud or in the heat of an argument.

For example, an elderly man whose son has become his caretaker uses a card to tell him that seeing him is the best part of his day. Later in the ad, a nervous young woman decides to write ‘I love you’ in a greeting card instead of saying it to her new girlfriend face to face.

“We don’t always say what we mean,” concludes the spot. “When we do, it means everything.”

Credits:
 

Managing Partner Chief Creative Officer: Mark Wenneker
Executive Creative Directors: Tim Vaccarino, Dave Weist
Creative Director: Andrea Mileskiewicz
Creative Director: Blake Winfree
Senior Art Director: Jessica Grantham
Junior Copywriter: Kristina Saliba
Executive Director of Integrated Production: Lisa Setten
Head of Integrated Production: Zeke Bowman
Broadcast Producer: Danene DiCicco
Assistant Broadcast Producer: Sarah Brennan-Athas
Business Affairs Manager: Lindy Agron
Group Strategy Director: Ellie Gogan-Tilstone
Strategist: Julia Cohen
Group Account Director: Rebekah Pagis
Account Director: Penn Clarke
Account Executive: Hannah Duhaime
Assistant Account Executive: Emily Blanchard
Production Company: Park Pictures
Director: The Mercadantes
Executive Producer: Scott Howard
Line Producer: Maya Owings
DP: Daniel Mercadante
Editorial: PS260
Editor: JJ Lask
Assistant Editor: Tara O’Sullivan
Head of Production: Laura Patterson
Junior Producer: Marlinda Walcott
VFX: Zero VFX
Producer: Meg Bailey
Audio Post: Sound Lounge
Sound Design/Mixer: Tom Jucarone
PR:
Account Director: Jaclyn Ruelle
Account Supervisor: Lauren Brennan
Account Supervisor: Emily Schmidt
Account Executive: Kelsey Labrot
Assistant Account Executive: Meg Weldon
Media:
Group Media Director: Allison Tierney
Associate Media Director: Lauren Yetra
Digital Media Supervisor: Aleena Akmal
Assistant Media Planner: Emily Gaucher

Tags: United States, MullenLowe, American Greetings
 
 
 
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This post first appeared on How To Organize Small Kitchen, please read the originial post: here

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