Chick-fil-A Promotes Family Time in Animated Holiday Short

An animated short features doe-eyed Sam, two kittens named Tick and Tock and a mysterious shop owner, who all come together in "The Time Shop." All it needs to make it into a Disney movie is a musical number about building a snowman. The two-minute commercial focuses on the message of spending time with loved ones instead of on daily distractions during the holidays. The McCann-made short, which premiered on NBC Thanksgiving morning, centers on time. It's not until the final seconds that the spot reveals that it's a Chick-fil-A ad. [kickout id="4"] The whimsical charms of "The Time Shop" and Sam's big, sad cartoon eyes are the bells and whistles that overpower the "Closed on Sundays" sign at the door of the magical shop that hints at the brand behind the fairytale. To make sure the idea of "together time" would also resonate with its audience, Chick-fil-A commissioned a national survey about the subject before launching the multimedia and experiential campaign, which not only includes the saccharine ad but also incorporates an interactive website and a non-retail activation based in New York. [kickout id="8"] "When we asked people what matters most to them, the resounding response was, 'time,'" said Ashley Callahan, Chick-fil-A's senior marketing director. In the survey conducted by The Bantam Group, 73% of respondents said they want more time with their loved ones. Furthermore, 93% said quality time with the people they care about is the single most crucial ingredient to creating blissful holiday moments, surpassing food, decor, music, parties and gifts. And 56% said that spending time together with loved ones brightens their day. Fans can visit the Time Shop in New York, a non-retail experience where they're encouraged to explore custom rooms inspired by different ways of sharing quality time: Story Time, Play Time and Snack Time. The last room is inspired by Giving Time, where they can create a free Time Card for someone special. Site visitors can print and personalize the beautifully foiled envelopes with a duration of time and an activity they want to share with a loved one in the upcoming year. Fans of the spot have already gifted 124,000 days worth of "together time." The cards are printed and shipped for free anywhere in the U.S. The Time Shop is free to visit with online reservations and open to the public at 105 Wooster Street until Dec. 16, from 11 a.m. to 8 p.m. ET. (It's closed on Sundays, of course.) The spot didn't resonate with all viewers, generating backlash for the fast-food chain's donations to organizations that discriminate against the LGBTQ+ community. Joe Reid, a self-described "docile homosexual" and the managing editor of Primetimer.com, was not touched by the ad's "Boo-from-Monsters-Inc-esque charms": [kickout id="1"] Guy Lodge, freelance film critic for Variety and The Observer, summed up the general sentiment of the thread: "'Closed Sunday' is a clue that something very bad is coming." A spokesperson for McCann told Adweek that Chick-fil-A had been working on this campaign for quite some time and is meant to be a gift. "Providing the inspiration for quality time together to people who are in need of more of it is something we think we feel uniquely positioned to do. Advertising that is less product focused and a bit more grounded in the spirit of the holiday season." Credits: Chick-fil-A Jon Bridges, Chief Marketing Officer Joe Saracino, SVP, Brand Strategy, Advertising & Media Ashley Callahan, Sr. Director, Integrated Creative Liz Griffith, Sr. Principal Team Leader, Integrated Creative Beth Grant, Principal Team Leader, Integrated Creative David Rowe, Principal Team Leader, Integrated Creative Nikki Long, Principal Creative Lead, Brand Strategy Katie Joiner, Principal Team Leader, Integrated Creative Alexis Carter, Sr. Project Coordinator, Integrated Creative Chelsea Lee, Principal Team Leader, Public Relations Emily Randall, Team Leader, Integrated Creative Emily Thomson, Product Lead, Marketing Technology Kate Neyhart, Sr. Platform Lead, Innovation Dustin Britt, Director, Marketing Investment John Shackelford, Principal Team Leader, Brand Strategy Jason Cannon – Sr. Specialist, Menu & Packaging Natalie Williams – Counsel, Corporate Legal Kaitlyn White – Principal Team Leader, Customer Digital Experience Jeri Sute, Sr. Director, Corporate Legal Ashley Rondorf, Sr. Specialist, Food Safety & Restaurant Solutions Rachel Geist, Counsel, Corporate Legal Bill Hightower, Director, Corporate Legal Kelsey Moore, Sr. Team Leader, Customer Technology Solutions Tyrone Dillard, Sr. Director, Real Estate Chelsea Lee, Principal Team Leader, Public Relations Brian Lindley, Executive Director, New Restaurant Growth Lynah Stone, Sr. Project Coordinator, Integrated Creative Rich Cutter, Sr. Principal Team Leader, In-house Creative Agency Alok Nath - Principal Team Leader, In-house Creative Agency Ross Grimes, Principal Team Leader, Marketing Investment Chelsea Owen, Sr. Project Specialist, In-House Creative Agency Haley Shue, Sr. Project Coordinator, Integrated Creative Laura Reichert, Sr. Leader Administrator, Integrated Creative Natalie Watson, Principal Program Lead, Customer & Market Insights Allison Fortune, Project Lead, Restaurant Communications Brittany Seifert, Project Lead, CFA One Membership Int'l Arlenis Almonte, Sr. Project Lead, Integrated Creative Hannah Wagner, Project Lead, Operator Communications Hannah Cataldo, Project Lead, Operator Communications McCann New York Eric Silver, Chief Creative Officer Devika Bulchandani, President Sean Bryan, Co-Chief Creative Officer Tom Murphy, Co-Chief Creative Officer Veronica Bertran, Managing Director Larry Platt, EVP Executive Creative Director Danny Rodriguez, EVP Executive Creative Director David Mashburn, Executive Design Director Geoff Bentz, Creative Director Nic Howell, Creative Director Scott Kaplan, Copywriter Chuck Tso, Art Director Julia Yu, Junior Designer Josh Race, Junior Copywriter Luzdivina Ruiz, Junior Art Director Eric Johnson, SVP Executive Music Producer, Integrated Production Dan Gross, Integrated Music Producer Julianna Katrancha, SVP Group Strategy Director Justin Luk, Strategy Director Rachel Aronson, VP Strategy Director, Social Whitney Bryan, Communications Planning Director Kathy Love, SVP Executive Integrated Producer Dina Hovanessian, SVP Group Account Director Lisa Huang, Account Director Michael Morettoni, Account Supervisor Alex Thompson, Account Executive Momentum Worldwide Donnalyn Smith, President, North America David Chamberlin, SVP, Executive Experience Director, North America James Gavigan, VP, Director of Production Cameron Templeton, Creative Director Karyn Froseth, SVP Director of Client Service Brandi Sutley, Account Director Drew Maddox, Manager, Business Leadership Madison Schumacher, Senior 3D Experience Designer Muoi Le, Associate 3D Design Director Joe Burkard, Technical Designer Marina Negrao, Senior Producer Miranda Saucedo, Producer Charles Hunter, Producer Kimberly Martin, Live Events Coordinator Donna Meredith, Senior Integrated Producer Maddie Demas, Associate Integrated Producer Darlene Lato, Compliance Manager Psyop Marie Hyon, Director Justin Booth-Clibborn, Executive Producer Suzie Cimato, Senior Producer Simone Miller, Associate Producer Victorior Wanchana Intrasombat, Designer Pedro Lavin, Designer Samantha Ballardini, Designer Felipe Hansen, Designer Robin Joseph, Designer Andrew Serkin, Designer Dionisius Bangun, Designer Marie Hyon, Designer Ben Chan, Storyboard Artist Briana Franceschini, Lead Technical Director Pat Porter, Previz Artist Nick Dubois, Previz Artist Doug Litos, Previz Artist Eric Cunha, Modeler David Soto, Modeler Anne Yang, Modeler Ieva Callender, Modeler Briana Franceschini, Modeler Brian Kim, Modeler Chris Santoianni, Modeler Pedro Conti, Modeler Kevin Ferrara, Modeler Ryan Kirkwood, Modeler Casey Reuter, Modeler Krista Albert, Modeler Aldrich Torres, Additional Modeling Nitesh Nagda, Additional Modeling, Leonstudio, Basilic Fly Ieva Callender, Look Dev/Lighter Briana Franceschini, Look Dev/Lighter Matthias Bauerle, Look Dev/Lighter Eric Cunha, Look Dev/Lighter Brian Kim, Look Dev/Lighter Thao Dan Nguyen Phan, Look Dev/Lighter Anne Yang, Look Dev/Lighter Kwan Au, Look Dev/Lighter Susie Hong, Look Dev/Lighter Pat Porter, Lead Animator Nick Dubois, 3D Animator Doug Litos, 3D Animator Zed Bennett, Lead Rigger Ohad Bracha, Rigger Daishi Takishima, Rigger Eric Cunha, Groom FX Ieva Callender, Groom FX Briana Franceschini, Groom FX Chris Santoianni, Groom FX Eban Byrne, VFX Jordan Harvey, Cloth/Hair Sim Scott Hubbard, Cloth/Hair Sim Daishi Takishima, Cloth/Hair Sim Matthias Bauerle, 2D Lead Aaron Baker, Compositor Matthias Bauerle, Compositor Herculano Fernandes, Compositor Manu Gaulot, Compositor Lane Jolly, Compositor Tingting Li, Compositor Carl Mok, Compositor Felipe Hansen, Matte Painter Pedro Lavin, Matte Painter Marie Hyon, Matte Painter Loren Christiansen, Editor Decibel Studios Tom Goldblatt, Sound Design & Mix Engineer Kate Albers, Audio Executive Producer

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Chick-fil-A Promotes Family Time in Animated Holiday Short

The brand isn't revealed until the end

Mónica Marie Zorrilla

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Mónica Marie Zorrilla