A young girl switches from Leia to Luke in Hallmark's holiday campaign

Hallmark Gold Crown wants consumers to remember the good times—even if they didn’t seem so good at the time. The Hallmark division has tapped 180LA for the first time for a holiday campaign called “When You Care Enough To Remember.” In each spot, a Hallmark product encourages someone to remember something meaningful that happened in their lives. The strongest video, for example, has a dad remembering when his daughter dressed up for Halloween. She had been dressed as Star Wars’ Princess Leia, but surprised her parents with a last-minute switch to Luke Skywalker, complete with a new, shorter haircut that was clearly self-administered. Barely missing a beat, her dad pivoted to encourage the new role. Another spot features new parents remembering the messiness of caring for an infant, and a third shows a soccer coach supporting her players. “Not all of life’s moments are made up solely of good times,” said Ann Herrick, director of marketing at Hallmark Gold Crown stores, in a statement. “These holiday spots remind us to celebrate ALL of life’s moments, and those we care for most, along the way.”

A young girl switches from Leia to Luke in Hallmark's holiday campaign

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