Shutterfly Finds the Good in 2020 for the Holiday Season

New campaign by Argonaut doesn't ignore the pandemic, but gives it an optimistic spin

Bread is one of the subjects of Shutterfly's 2020 holiday campaign. Shutterfly

Consumers are starting to see how brands tackle the pandemic in their holiday advertising. Eight months since Covid-19’s onset, more direct (and sometimes dire) messages started shifting to work that acknowledges the challenges the world faces, but with slightly softer touches. The holidays are a litmus test, and some brands are setting the tone for ads that address the issue while maintaining a hopeful note.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.