This Touching Holiday Ad Reminds Us There’s More That Unites Than Divides

An intergenerational choir spreads a positive message

Ringing in a festive holiday season. Zalando
Headshot of Minda Smiley

Post-midterm America is undoubtedly a divisive place, and it appears that things aren’t so different over in Europe. Between Brexit negotiations and the rise of far-right, anti-immigration parties in Germany, Italy and Sweden, many Europeans are feeling as though their countries are as divided as ever.
With Christmas just around the corner, online European fashion retailer Zalando has released a holiday ad that pushes a message of inclusion and acceptance during these tense times.

The ad features a pan-European choir singing the words to ‘Silent Night’ in five different languages. What’s more, the chorus is made up of everyone from one-year-olds to centenarians, most of whom the agency said were found via street casting, community choirs, singing groups and even retirement homes.
In the ad, each choir member’s age is expressed in the form of how many Christmases they’ve experienced (i.e., 44th Christmas). While their ages and languages vary, the one-minute spot hopes to remind people that Christmas is a time of year that brings people together despite their differences.
“We spent a lot of time with our consumers, and they told us there’s more that unites us than divides us,” said Jonny Ng, Zalando’s director of marketing strategy and campaigns. “Christmas and the festive season is a time of year where we all truly come together; different generations, different backgrounds, and different styles. Festive fashion makes us feel special, sparks conversations and adds to the magic.”
Created by Wieden + Kennedy Amsterdam, the ad rings similar to Coca-Cola’s 2014 ‘It’s Beautiful’ spot, which aired again before last year’s Super Bowl. In the Coca-Cola ad, a diverse group people sing the lyrics to ‘America the Beautiful’ in languages including English, Spanish, Hindi, Tagalog and Hebrew.
According to Zalando, this is the first campaign the company’s executed in partnership with Wieden + Kennedy Amsterdam. The effort, titled “Never Out Of Fashion,” spans TV, digital, print and out-of-home in 17 European countries.
CREDITS:
Wieden + Kennedy Amsterdam
Executive Creative Directors: Eric Quennoy, Mark Bernath
Creative Directors: Daniel Schaefer, Szymon Rose, Irene Kugelmann
Art Director: Güney Soykan, Cassandre Gouraud
Copywriter: Mohamed Diaa, Tim Coleman, Ben Harris
Head of Broadcast Production: Joe Togneri
Broadcast Producer: Endy Hedman
Assistant Producer: Eline de Roo
Group Account Director: Kirk Johnsen
Account Directors: Aimée Betancourt, Louise Rahman
Account Manager: Isabelle Udall
Account Executives: Madison Inman, Abderrahim El Khouani
Head of Planning: Martin Weigel
Senior Planner: Nusara Chinnaphasaen
Head of Comms & Digital Strategy: Danielle Pak
Comms Strategist: Jocelyn Reist
Art Buyer: Kate Barrett
Head of Design: Joe Burrin
Studio Director: Lizzie Murray
Studio Artist: Noa Redero
Project Manager: Eline de Roo
Business Affairs: Michael Graves
Production Company: Cherry
Director: Jake Nava
Director of Photography: Mathieu Plainfosse
Executive Producer: Benedict Cooper
Editorial: Work Editorial
Editor: Julia Knight
Executive Producer: Julian Marshall
Music Supervision and Production: MassiveMusic
Audio Mixing: Factory
Mixer: Anthony Moore
Executive Producer: Lou Allen
Post Production: MPC
Lead Flame Artist: Mat Elin
Flame Artist: Ricky Weissman
Colourists: Jean-Clement Soret, Matthieu Toullet
Producer: Thomas Cole
Executive Producer: Lauren Loftus
Design Supervisor: Donal O’Keefe
Motion Designer: Daena Lorne, Ingrid Tsy
Print Production Company: Rosco Production
Executive Producer: Laura Oughton
Photographer: Hill & Aubrey
Retouching: Deeptone


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@Minda_Smiley minda.smiley@adweek.com Minda Smiley is an agencies reporter at Adweek.