Coolness is as coolness does—at least, according to a new print ad touting Russ Berrie and Co.’s gift products.

The work features a tiny stuffed snowman decked out in a top hat and scarf. A little girl looks up at the plump fellow, who sports a carrot nose. The copy: “In a word, cool.”

The ad marks the latest phase of a branding campaign created for the Oakland, N.J.-based client by Charron, Schwartz & Partners.

“Many people know what they’d like to say and can’t communicate it,” said Ted Charron, chief creative officer at the New York-based agency. “[Russ gifts have] the ability to communicate a feeling or emotion without words.”

Another execution, set to break next month, features the copy, “What to give after you’ve given your heart.”

This Valentine’s Day ad shows a young man, head resting on a chair, with a white teddy bear in his arms. On the bear’s foot: “i love you,” with the word love repre sented by a heart.

The work features the tagline, “Russ: Make someone happy.”

The snowman ad is appearing in current issues of Redbook, Martha Stewart Living and Rosie, among others.