The ad, created by Hudson Rouge and directed by Patrick Daughters at Anonymous Content, sees the girl in the back of a car driving through a town where everyone appears to be glued to their phones, despite the evidence of holiday lights. After observing this, she shakes her snowglobe and snow starts to fall out of a clear sky. Next, the magic sparks spontaneous kisses between strangers, a present parachuting from the sky for every child and reindeer in the streets. The spot ends with the tagline "It all begins with a wish" as we see couples dancing in the streets as the car moves off.
The campaign features broadcast, cinema and digital, as well as social content where real kids were interviewed about what they wish for during the holidays. As well as celebrating the holidays, it's promoting the annual Wishlist Sales Event for the Lincoln Motor Company,