Earlier this year, American Greetings worked with agency Mullen Lowe to create the ThankList, a campaign that is meant to encourage gratitude and be a remedy for what some see as an increasingly rude world.
Now, for Thanksgiving, the company has brought the ThankList (a list of people to thank who have shaped their lives) back, this time partnering with SheKnows Media.
"Thanksgiving is a teachable, receptive moment in time in which consumers are naturally being grateful and thankful and thinking about it," said Alex Ho, executive director of marketing at American Greetings.
According to American Greetings' research, consumers are becoming ruder and "95 percent of Americans believe our country has a civility problem," said Ho. "So we wanted to take action and offer consumers a chance to show thanks."
The new, 2-minute spot (below) from Mullen Lowe and SheKnows Media shows children who are asked what they are thankful for, and, without their knowledge, their parents are watching from a live feed in another room. The emotional campaign is meant to demonstrate how much saying "thank you" can mean.
The campaign has digital, social (using the hashtag #ThankList) and out-of-home ad components. And American Greetings partnered with United Way to donate $1.00 for every ThankList created.