Disasters Don't Take a Break for the Holidays in American Red Cross' Seasonal Spot

This time of year, commercials can tend to meld into each other – with many brands using the same ingredients: a cute child dreaming of the holidays; cozy, suburban homes strung with lights and overly-earnest, singer-songwriter vocals. However, the latest offering from BBDO and Red Cross uses those tropes to set up viewers for a thoroughly unexpected rug pull.

The film, titled 'Snowfall,' focuses on an adorable little girl pining for snow. One fateful morning, she seems to get her wish, but when she heads outside to enjoy the snowfall, she notices the 'snowflakes' aren’t snowflakes at all, but ash raining down from her neighbour's burning home.

“Holiday ads have become all too predictable. As a result, people have come to expect sweet wintertime stories, usually featuring a child, and a melancholy acoustic guitar track. We wanted to play with those expectations and surprise people, reminding them that not all holiday stories are the same and moving them to donate to those experiencing disasters at this time of the year.” - Roberto Danino, SVP Creative Director BBDO New York

While the holidays often are filled with joy, many people are unaware of disasters that are occurring behind the scenes. Disasters will devastate tens of thousands of families this holiday season. Which explains why the American Red Cross needs to remind viewers that they can’t help families without donations.

To encourage people to donate to the American Red Cross during a busy time, we needed to remind viewers that thousands of families will be devastated by disasters big and small during the holiday season. With our viewer’s support, the Red Cross will be there for them. - Selma Bouhl, VP, brand marketing and creative services, American Red Cross