American Red Cross’ Cute Festive Advert Takes An Unexpected Grim Turn
Video screenshot via American Red Cross
It’s that time of year again when homes are illuminated with festive music, Hallmark movies, and cozy commercials featuring Santa Claus and his lovable reindeer.
The American Red Cross joins the string of brands that are drumming up the holiday spirit through heartwarming—but oftentimes predictable—advertising campaigns. Like all the others, its version starts out sweet, centering around a child and her wish.
The little girl in Snowfall, created by advertising agency BBDO New York and directed by Martin Stirling of production house Partizan, dreams of seeing snow.
She eventually gets her wish, only to find out that the flake that’s landed on her palm isn’t cold. Alas, this is when she learns that the “snow” is actually ash from her neighbor’s house, which has been engulfed in flames.
As much as the gift-giving season fills families with glee, “disasters don’t take a break during the holidays,” the PSA reminds.
The American Red Cross estimates that tens of thousands of families will be devastated by disasters this time of the year. When such tragedies strike, it will be there to save their lives.
Robert Danino, SVP creative director at BBDO New York, says the agency wanted to recycle the usual tropes of seasonal advertising to outplay people’s expectations and remind them that “not all holiday stories are the same,” according to a statement published by Little Black Book.
The charity is using the spot to encourage donations to fund its life-changing efforts.
[via Ad Age and Little Black Book, video and cover image via American Red Cross]
