American Greetings has been sending viewers straight to the tissue box with its advertising, and its latest spot, which addresses the topic of infertility, is sure to bring on the tears as well.
Created out of Mullen Lowe, the film is a heart-rending portrait of a couple's struggles to conceive a child. It opens on the pair hopefully awaiting the results of a pregnancy test, only to toss it sadly into the garbage pail. The ensuing scenes quietly document their tears and disappointment as they flip through calendar pages, make visits to the doctor. Then, there's the particularly painful moment when the woman, Sarah, attends a friend's baby shower, and her friend Alyce notices her silent grief. Later, the two meet over the coffee, and Alyce gives Sarah a card which conveys her understanding.
American Greetings delivers the ad, titled "Not Alone," ahead of Parents' Day on July 23. On the new cards and campaign, it partnered on the new cards and campaigns with RESOLVE, a non-profit which aims to help the lives of couples living with infertility. "The effects infertility has on personal relationships are often overlooked, which is why we are so honored to partner with American Greetings to shed light on the need for support when someone close to you is facing infertility," said RESOLVE CEO and President Barb Collura in a statement.
For the ad, Mullen Lowe cast real-life best friends, and the final scene of the ad in which Alyce gives Sarah the card shows the friends' real written message and reaction. Park Pictures' The Mercadantes directed the spot.
"Not Alone" is part of American Greetings' "Give Meaning" campaign that asks consumers to share "real" moments of connection that impacted their lives through the hashtag #GiveMeaning.
Previous American Greetings tear-jerkers include a Mother's Day ad about a girl who gets her first tattoo and the celebrated "World's Toughest Job" campaign.