Scandinavian electronics retailer Elkjop is another contender for most ambitious holiday ad this year, with a cinematic spot that might possibly move you to tears.
The four-minute film is the story of a little girl who goes to visit an older relative at Christmas. He seems distant at first, but then they connect over a love of flight; as she plays with her drone she finds an old bi-plane hidden in his barn. The story then swoops into the past as we see him as a young man flying his plane, falling in love and suffering a terrible accident (it all gets a little like "The English Patient" at one point.) The girl, too, experiences her own crash landing but the story ends with him leaving her a very special gift on Christmas morning. While some might like their festive spots more cheery, fans of gloomy Scandinavian dramas will probably love it.
The tagline of the film is "Give More" and it aims to emphasize that thoughtful presents are more than just gifts (a little like the John Lewis message this year, but this one is arguably more moving.) "With this film we want to inspire our customer to give Christmas-presents with meaning, so that they become more than just things. When it comes to personal gifts, the context and the thought behind it, is more important that the product itself," says Eddie Hernandez, Nordic Marketing Manager at Elkjøp Nordic.
Nord DDB created the film in collaboration with Bleck and director Rune Milton, who filmed it in Lithuania and South Africa. it's airing in Norway, Sweden, Denmark and Finland.