The joy of having a Christmas tree is stretched out over several generations in a new ad for Midwest retailer Meijer by longtime AOR The Distillery Project.
The spot highlights the value of family and the lasting memories and traditions created over time.
The ad opens with kids planting a small fir tree in the front yard with their grandfather. “Grandpa, will this be our Christmas tree?” the little boy asks, to which he gets the reply, “Someday.” The ad follows them through the decades, and each time the kids ask about the growing tree, the grandfather says the same succinct thing. As the children return with kids of their own, they decide it’s finally ready and decorate the tree in the yard with ornaments from Meijer as the grandfather looks on proudly.
“It’s no secret that the holidays last year were a little short on spirit. They forced us to reflect on what’s truly important—the people and the traditions we hold so dear,” Kristi Neitzel, creative director at TDP said in a statement. “This spot is really about holding tight to our most wonderful memories together and ensuring they live on for generations to come.”
The broadcast TV, streaming video and social campaign will run throughout the Midwest through Christmas Day.
CREDITS:
Client: Meijer
Agency: The Distillery Project
Founder/CCO: John Condon
Founding Partner/CSO: Ben Kline
Head of Operations/Partner: Kim Tanner
Head of Production/Partner: Nik Traxler
Creative Director / Copywriter: Kristi Neitzel
Creative Director / Art Director: Phil Jungmann
Producer: Brenda Cortés
Business Affairs Manager: Bonnie Kalaf
Production Studio: Smuggler
Director: Jamie Rafn
Executive Producer: Drew Santarsiero
Producer: Catalina Restrepo
Director of Photography: Justin Gurnari
Production Designer: Ben Bolton
Editorial: Rock Paper Scissors
Editor: Adam Pertofsky
Assistant Editor: Erin McCaffrey
Producer: Janae Abraham
Head of Production: Dre Krichevsky
Executive Producer: Shada Shariatzdeh
Post Production: a52
Head of Production: Stacy Kessler-Aungst
Executive Producers: Patrick Nugent & Kim Christensen
Managing Director: Jennifer Sofio Hall
Producer: Maura Murphy
VFX Supervisors: Andres Barrios, Stefan Gaillot
Flame Artists: Chris Riley, Michael Vaglienty
Color Co.: Primary
Producer: Diane Valera
Colorist: Greg Reese / Primary
Music: JSM
CEO/CCO/Co-Composer: Joel Simon
VP/Executive Producer: Jeff Fiorello
Co-Composer: Vlad Berkhemer
Producer: Norm Felker
Producer: Andrew Manning
Producer: Sharon Cha