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.”