This American Red Cross holiday ad about a child's love of snow takes an unexpected turn

PSA reminds us that disasters still happen over the holidays

Published On
Nov 28, 2022

Editor's Pick

A new PSA for the American Red Cross turns a heartwarming holiday ad about a kid who longs for snow into something much darker.

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 neighbor’s burning home. The spot concludes by reminding us that disasters still happen during the holidays, so the American Red Cross remains on call at all times.

The ad was created by BBDO New York and directed by Martin Stirling at Partizan. It will run on TV as a PSA, as well as paid media for four weeks beginning Dec. 1 on Hulu, NBCU, Roku and other digital platforms via pre-roll.

“Holiday ads have become all too predictable," said Roberto Danino, SVP creative director at BBDO New York, in a statement. "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.” 


Nov 28, 2022
Client :
American Red Cross
Agency :
BBDO-New York
David Lubars
Luiz Sanches
Matt MacDonald
SVP Creative Director :
Roberto Danino
Creative Director :
Victor Roa
Senior Creative Director/Copywriter :
Tom Kraemer
Creative Director/Art Director :
Jenn Tranbarger
EVP Director of Content Production :
Alex Gianni
VP Group Executive Producer :
Chance Bassett
Senior Producer :
Jason Guzman
Senior Music Producer :
Julia Millison
SVP Senior Director :
Lindsey Cash
Account Director :
Mosito Ramaili
Account Executive :
Finn Laskowski
EVP Group Strategy Director :
Mahima Santhanam
Planner :
Abby Ness
Business Manager :
Kathleen Bannon
SVP Project Management Director :
Mark Lester
Director :
Martin Stirling
Production Company :
Managing Director / Executive Producer :
Lisa Tauscher
Head of Sales/Executive Producer :
Mike Lobikis
Executive Producer :
Kimi Porter Thomas
Head of Production :
Ani Mikirdichian
Director of Photography :
Igor Jadue-Lillo
Production Designer :
Peter Benson
Editorial :
Executive Producer :
Anne Lai
Producer :
Amanda Slamin
Editor :
Tom Scherma
Assistant Editor :
Joshua Berger
VFX/Finishing :
Telecine Company :
Music Company :
Composer :
Ari Hest
Composer :
Sloan Anderson
Audio Finishing :
Sound Designer/ Mixer :
Andy Green
Executive Producer :
Greg Tiefenbrun

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