Why Hallmark Is Ditching TV, and Sentimental Ads, for a Bit of Biting Humor This Holiday

Snapchat partnership also helps anchor #KeepsakeIt

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Hallmark might be trying to break your heart before the holidays because watching Grandpa being forced to forego ham in favor of a tofu brick is enough to make even a vegan say bah humbug.

The scene is one of six new digital-only spots promoting Hallmark's latest line of Keepsake ornaments. The brand, known for its "Hallmark moments," is taking a more humorous approach to the 2015 season.

The 30-second spots, created by Chandelier, have a tone much like TV's Modern Family and show the imperfect moments many relatives can relate to.

"They do have a little bit of a bite to them, and I think people will be excited to see this sort of humor come from Hallmark," said Chandelier creative director Michael Scanlon.



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