American Greetings, the parent company of UK Greetings has created an incredibly powerful consumer advert the underlining message of which is that sending greeting cards to those close to us are good for your wellbeing.
As part of the card publisher’s #GiveMeaning campaign, the commercial, entitled A True Test of Strength starts with engaging footage of top tier athletes undergoing rigorous training in a gym. They are pushed to their physical limits as part of an “evaluation for a new innovative workout that will help you live longer,” says the trainer.
The evocatively shot film then cuts to the athletes being introduced to their “real” challenge, by Dr Robert Waldinger, a Harvard psychiatrist and researcher.
He sets the “relationship challenge” asking them to “think of someone who really matters to you and write them a card.”
The cameras roll and come in for close shots showing the intense emotion and the participant feel as each tells of their relationship with the person they were sending the card to.
The film ends with the message that while exercise is one way to boost your health research shows that close relationships also help us live longer, healthier lives and how even strong athletes become even stronger when they connect to those who matter.
The 4 minute film is hosted on YouTube:
