Short and Lovely, These Holiday Tales Promote Lifetime’s Catalog of Christmas Movies

They highlight the story arcs that keep us coming back

A young boy's toy soldier holds a special place in his heart in this It's a Wonderful Lifetime ad. Lifetime
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Scoff if you must, but holiday movies are a comfort food that many enjoy consuming each Christmas season. And we’re not just talking about enduring favorites like Home Alone and Die Hard; the full array of festive fodder on TV can make for good neural detox after the 2018 we’ve had.

To promote its own collection of holiday movies, cable network Lifetime has produced two ads that are basically minute-long Christmas films of their own, with suitably touching story arcs. The campaign is called It’s a Wonderful Lifetime.

The spots were developed in-house without a creative agency, then written and directed by the three-person filmmaking team called Jean, represented by Community Films.

The better of the spots, “Action Figure,” is about a boy who can’t be separated from his favorite toy soldier. As you can imagine, there’s a good reason why:


While I wouldn’t have minded the payoff being that he had a second dad serving overseas, the ad still has a heartwarming conclusion that sets it apart from the usual Christmas-morning fare.

Next up is “Frosted Love,” featuring a track by duo She & Him and showing the blooming winter romance between two new neighbors. And in classic Christmas tradition, the kids have their own role to play:


Now hopefully you’re in the appropriate mood to watch a few Lifetime gems like (inhales deeply) Christmas Harmony, Every Day Is Christmas, Christmas Perfection, The Christmas Pact, A Twist of Christmas, A Star for Christmas, Love for Christmas, A Very Nutty Christmas, Christmas Pen Pals, A Christmas in Tennessee (not to be confused with Hometown Christmas) and Christmas Lost and Found.

CREDITS:

“Action Figure”
Client: Lifetime
Written by: Jean
Directed by: Jean
SVP brand Creative: Valerie Albanese
Creative Director: Mariclare Lawson
Producer: Sarah Walker
Production Company: In House
Line Producer: Josh Rothfeld
Editor: Crandall Miller at Whitehouse Post
Assistant Editor: Paul Chung
Director of Photography: Don Davis
Production Designer: Marko Orso
Sound Design/Mix: Dave Wolfe at Mr Bronx Audio
Colorist: Milan Boncich at Carbon VFX

“Frosted Love”
Client: Lifetime
Written by: Jean
Directed by: Jean
SVP brand Creative: Valerie Albanese
Creative Director: Mariclare Lawson
Producer: Sarah Walker
Production Company: In House
Line Producer: Josh Rothfeld
Editor: Crandall Miller at Whitehouse Post
Assistant Editor: Paul Chung
Director of Photography: Don Davis
Production Designer: Marko Orso
Sound Design/Mix: Geoff Strasser at Mr Bronx Audio
Colorist: Milan Boncich at Carbon VFX


@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
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