L.L. Bean "Snow Motion"

As the recession drags on, people are afraid of overspending on the holidays. So marketers need to make them afraid of something else: missing out on a moment that only comes once. That’s what L.L. Bean does in this holiday-shopping spot via GSD&M Idea City. Acknowledging that “every penny counts,” Bean aligns itself with the current consumer mood. A commercial that simply asked you to spend would seem oblivious, and this one doesn’t. But it appends another message to the one about every penny counting: “so does every moment.”