Burnett Does Long-Form Hallmark Spot

CHICAGO Leo Burnett here details the travails of a man learning to read in its latest television commercial for Hallmark Cards.

The two-minute-plus spot from the Publicis Groupe agency will break on Sunday during CBS’s The Water Is Wide. The ad shows an older man entering a classroom, in which he is the only student. The teacher begins by handing him a children’s book, which he struggles to read.

During later vignettes, the man is shown reading a newspaper and then A Tale of Two Cities. At the end of the spot, he uses his newfound literacy to read a stack of Hallmark cards he has collected over the years. The spot continues the tagline, “When you care enough to send the very best.”

Spending on the effort was not disclosed. Hallmark spent just over $100 million on television advertising through September of last year, according to Nielsen Monitor-Plus.