Meijer's holiday ad about a Christmas tree has all the feels

Spot from The Distillery Project is simple but emotive

Published On
Nov 30, 2021

Editor's Pick

Midwestern retailer Meijer has been giving the John Lewises of the world a run for their money recently with its holiday ads from Chicago agency The Distillery Project. Last year's spot about a sullen teenager summed up the disappointment many were feeling about Christmas in 2020, but this year's spot seems to counter that with a message of hope, renewal and togetherness.

"Someday" has a simple premise; a family planting a fir tree in the backyard and seeing it grow over the years. But it's beautifully done, and the ending brought a tear to our eye. In the first scene, two kids are planting a small fir tree in the front yard with their grandfather. “Grandpa, will this be our Christmas tree?” the little boy asks, to which he gets the reply, “Someday.” In the next few scenes, we see them revisit the tree as teenagers, then young adults, and again the tree isn't ready. Finally, the brother and sister visit the fully grown fir tree as adults, the girl with a husband and child. The tree is ready, but instead of cutting it down, they decorate it outside with ornaments (from Meijer, naturally). You're wondering what happened to Grandpa, but then they turn to the window and wave to him inside. 

“It’s no secret that the holidays last year were a little short on spirit. They forced us to reflect on what’s truly important—the people and the traditions we hold so dear,” said Kristi Neitzel, creative director at The Distillery Project, in a statement. “This spot is really about holding tight to our most wonderful memories together and ensuring they live on for generations to come.” 

The spot was directed by Jamie Rafn of Smuggler. It's running on broadcast TV, streaming video and social media throughout the Midwest, from Thanksgiving until Christmas Day. 



Nov 30, 2021
Client :
Agency :
The Distillery Project
Founder/CCO :
John Condon
Founding Partner/CSO :
Ben Kline
Head of Operations/Partner :
Kim Tanner
Head of Production/Partner :
Nik Traxler
Creative Director / Copywriter :
Kristi Neitzel
Creative Director / Art Director :
Phil Jungmann
Producer :
Brenda Cortes
Business Affairs Manager :
Bonnie Kalaf
Production Studio :
Director :
Jamie Rafn
Executive Producer :
Drew Santarsiero
Producer :
Catalina Restrepo
Director of Photography :
Justin Gurnari
Production Designer :
Ben Bolton
Editorial :
Rock Paper Scissors
Editor :
Adam Pertofsky
Assistant Editor :
Erin McCaffrey
Producer :
Janae Abraham
Head of Production :
Dre Krichevsky
Executive Producer :
Shada Shariatzdeh
Post Production :
Head of Production :
Stacy Kessler-Aungst
Executive Producer :
Patrick Nugent
Executive Producer :
Kim Christensen
Managing Director :
Jennifer Sofio Hall
Producer :
Maura Murphy
VFX Supervisor :
Andres Barrios
VFX Supervisor :
Stefan Gaillot
Flame Artist :
Chris Riley
Flame Artist :
Michael Vaglienty
Color Company :
Primary Colors
Producer :
Diane Valera
Colorist :
Greg Reese
Music :
JSM Music
CEO/CCO/Co-composer :
Joel Simon
VP/Executive Producer :
Jeff Fiorello
Co-Composer :
Vlad Berkhemer
Producer :
Norm Felker
Producer :
Andrew Manning
Producer :
Sharon Cha

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