Holiday ads for electronics retailers are often big and brash, or else, they're all about how much the recipient craves said item (see Currys PC World this year and last.) However, Swedish retailer Elkjop takes a different approach, going for a more heartwarming and poignant message about gifting in a campaign by DDB Stockholm.
The ads center on electronic gifts that convey a poignant message about something unspoken between the giver and recipient. Like, for example, the spot seen here, in which a son gives his mom, whose shorn head suggests chemotherapy, a hairdryer for when her locks grow back.
Another ad sees a lonely widowed man being given a Sony Playstation 4 and two controllers by his equally lonely neighbor and in a third spot a father gives his moody teen son, who has nail polish and long hair, some hairstyling acessories. In each scenario no words are spoken, and the unspoken weight of feeling is palpable. The tagline is that the gift "can say it all."
Martin Werner of Bacon directed the spots for DDB Stockholm; the agency suggests that the theme is particularly appplicable to "timid Nordic folks" who don't always express what they feel.