Creativity

Cards Say What People Can't in This Sweet American Greetings Spot

Another Heart-Tugging Ad via MullenLowe and the Mercadantes

By Alexandra Jardine. Published on Feb 06, 2018

Editor's Pick

As Valentine's Day approaches, the latest spot from American Greetings underlines how sometimes, sending a card is a good way of putting into words feelings you can't articulate in everyday life. But, in a move away from Valentine's tradition, it's not just about romantic relationships.

A series of vignettes depict situations such as a couple arguing, a mom trying to reach out to her miserable teenage daughter, a woman working out with her personal trainer, a man helping his elderly father. There's also a gay couple cooking in their kitchen and a busy mom heading off to work as her husband cooks breakfast. In all the scenarios, the words they really want to say are scrawled as handwriting as captions on the screen--but they don't actually say them. The final scene shows the husband handing his wife a card at the door, and they share a tender moment.

The ad is by MullenLowe, and was directed by The Mercadantes, the Park Pictures duo who have previously helmed emotive ads for American Greetings including last year's poignant Mother's Day ad Tattoo and Not Alone, which addressed the issue of infertility.

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Credits

Date
Feb 06, 2018
Agency:
MullenLowe
Client:
American Greetings
President:
John Beeder
Chief Operating Officer:
John Beeder
Executive Vice President, Chief Commercial Officer:
Christy Kaprosy
Chief Marketing Officer:
Alex Ho
Senior Manager, Digital Marketing:
Elizabeth Kudla
Director, Consumer Marketing Communications:
Janet Dye
Director, Engagement Marketing:
Christine Rich
Director, Corporate Communications:
Patrice Molnar
Managing Partner Chief Creative Officer:
Mark Wenneker
Executive Creative Director:
Tim Vaccarino
Executive Creative Director:
Dave Weist
Creative Director:
Andrea Mileskiewicz
Creative Director:
Blake Winfree
Senior Art Director:
Jessica Grantham
Junior Copywriter:
Kristina Saliba
Executive Director, Integrated Production:
Lisa Setten
Head of Integrated Production:
Zeke Bowman
Broadcast Producer:
Danene DiCicco
Broadcast Producer:
Sarah Brennan-Athas
Business Affairs Manager:
Lindy Agron
Group Account Director:
Rebekah Pagis
Account Director:
Penn Clarke
Account Executive:
Hannah Duhaime
Production Company:
Park Pictures
Director:
The Mercadantes
Executive Producer:
Scott Howard
Line Producer:
Maya Owings
Director:
Daniel Mercadante
Editorial:
PS260
Editor:
JJ Lask
Assistant Editor:
Tara O'Sullivan
Head of Production:
Laura Patterson
Junior Producer:
Marlinda Walcott
Visual Effects:
Zero VFX
Producer:
Meg Bailey
Audio Post:
Sound Lounge
Sound Design:
Tom Jucarone
Mixer:
Tom Jucarone

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