This Tear-Jerker From American Greetings Captures the Struggles of Infertility

Latest Ad From Mullen Lowe Conveys the Idea That Those in Pain Are Not Alone

Published On
Jul 10, 2017

Editor's Pick

American Greetings has been sending viewers straight to the tissue box with its advertising, and its latest spot, which addresses the topic of infertility, is sure to bring on the tears as well.

Created out of Mullen Lowe, the film is a heart-rending portrait of a couple's struggles to conceive a child. It opens on the pair hopefully awaiting the results of a pregnancy test, only to toss it sadly into the garbage pail. The ensuing scenes quietly document their tears and disappointment as they flip through calendar pages, make visits to the doctor. Then, there's the particularly painful moment when the woman, Sarah, attends a friend's baby shower, and her friend Alyce notices her silent grief. Later, the two meet over the coffee, and Alyce gives Sarah a card which conveys her understanding.

American Greetings delivers the ad, titled "Not Alone," ahead of Parents' Day on July 23. On the new cards and campaign, it partnered on the new cards and campaigns with RESOLVE, a non-profit which aims to help the lives of couples living with infertility. "The effects infertility has on personal relationships are often overlooked, which is why we are so honored to partner with American Greetings to shed light on the need for support when someone close to you is facing infertility," said RESOLVE CEO and President Barb Collura in a statement.

For the ad, Mullen Lowe cast real-life best friends, and the final scene of the ad in which Alyce gives Sarah the card shows the friends' real written message and reaction. Park Pictures' The Mercadantes directed the spot.

"Not Alone" is part of American Greetings' "Give Meaning" campaign that asks consumers to share "real" moments of connection that impacted their lives through the hashtag #GiveMeaning.

Previous American Greetings tear-jerkers include a Mother's Day ad about a girl who gets her first tattoo and the celebrated "World's Toughest Job" campaign.

Credits

Date
Jul 10, 2017
Brand:
American Greetings
Client:
American Greetings
President:
John Beeder
Chief Operating Officer:
John Beeder
Group Vice President:
Christy Kaprosky
Chief Marketing Officer:
Alex Ho
Director:
Janet Dye
Director:
Christine Rich
Director:
Patrice Sadd
Senior Manager:
Meghan Olmsted
Brand Manager:
Danielle Krouse
Assistant Manager:
Leah Lange
Associate Manager:
Megan Baucco
Managing Partner:
Mark Wenneker
Chief Creative Officer:
Mark Wenneker
Executive Creative Director:
Tim Vaccarino
Executive Creative Director:
Dave Weist
Creative Director:
Andrea Mileskiewicz
Creative Director:
Blake Winfree
Copywriter:
Macie Soler-Sala
Senior Art Director:
Pier Madonia
Executive Director, Integrated Production:
Lisa Setten
Director, Broadcast Production:
Zeke Bowman
Broadcast Producer:
Vera Everson
Broadcast Producer:
Kimberly Reid
Business Affairs Manager:
Felicia Simmons
Group Account Director:
Rebekah Pagis
Account Director:
Jessica Zdenek
Production Company:
Park Pictures
Director:
The Mercadantes
Executive Producer:
Scott Howard
Line Producer:
Timory King
Director, Photography:
Daniel Mercadante
Editorial:
PS260
Editor:
J.J. Lask
Assistant Editor:
Colin Reilly
Junior Producer:
Marlinda Walcott
Executive Producer:
Carol Dunn
Visual Effects:
MPC
Lead Visual Effects:
Cynthia Lee
Producer:
Sarah Laborde
Executive Producer:
Elexis Stern
Music:
Asche & Specner
Audio Post:
Eleven Sound
Sound Director:
Jeff Payne
Mixer:
Jeff Payne
Assistant Mixer:
Jordan Meltzer
Executive Producer:
Melissa Elston
Agency:
MullenLowe

Need a credit fix? Contact the Creativity Editors

Project Type