Social media short extolls simple truth about value of Christmas cards
Supermarket Asda has won the hearts of the greeting card industry with a cute social media advert extolling the simple truth about the value of a Christmas card.
In addition to its big-name Make This Christmas Incredibublé number, Asda has released a 20-second video clip showing a young girl and her dad making the trip to the store to give careful thought to selecting a special festive card for her mum.
The video, which can be seen below, shows the youngster writing her message then leaving the card out for her mum to find when she returns home late at night from work in a nurse’s uniform – and mum opens it to a voiceover saying “To mummy, merry Christmas, thank you for being my hero”, bringing tears to her eyes.
With a final line saying “it’s more than a card, it’s a feeling”, the ad is in complete contrast to all those lengthy Christmas tv ad releases from the big retailers.
The idea for the video came about when Asda asked UK Greetings, its category broker for greeting cards, to help facilitate some special festive card marketing, to showcase the emotive story when selecting, sending and receiving a Christmas message.
The UKG team had no hesitation is getting involved, especially as the idea and execution really resonates for this year as part of the industry’s #Cardmitment campaign, and the video was filmed at Asda’s Morley store and a location in Roundhay.
Emma Kitching, UKG’s product manager, told PG Buzz: “We worked with Leeds-based Manto Films to create a video which told an emotive story showcasing the thought that goes into selecting the perfect card for a loved one and the positive feeling it creates for the person opening it.
“We also wanted to increase awareness of our category and encourage shoppers to buy Christmas cards. We are delighted with what has been produced as it encapsulates the feeling of sending and receiving cards.”
British Garden Centres is one of the only other retailers which has included the most Christmassy of items – cards, wrap and advent calendars – in its festive marketing, boasting it has the festive season “all wrapped up” as can be seen in the video below.
