German supermarket chain Penny has created a holiday ad that features a bunch of children playing with utter delight in the snow, sledging and making snow angels. The only thing is, age-wise, they're not actually kids.
It turns out, the frolickers are senior citizens, "children at heart" having unbridled fun as if they were little ones again.
The spot, created by agency Serviceplan and directed by Stuart McIntyre of Anorak Films, achieves its twist with a few simple "tricks." It's set to a cover of Alphaville's "Forever Young" sung by a child. There's also no dialog, just the tagline: "Christmas is for children. So for all of us."
The spot seems to have resonated with its audience, since launching in Germany, it's earned more than 10 million social media views so far. According to the agency, it represents a "desire to find reassurance in the current climate of political, economical and environmental uncertainty in Germany and globally."
The ad will also air in Austria, Czech Republic, Italy, Romania and Hungary, and it's accompanied by an Instagram challenge campaign in which Penny, together with influencers, calls on adults to be children again for a moment, posting their efforts with the hashtag #KindBleibenChallenge.
"Not all of us are parents. But we are all children," said Christoph Everke, creative managing director of Serviceplan Campaign in a statement. "Sometimes we seem to forget that. The film and the song 'Forever Young' are intended to give people the opportunity to reflect on their childhood."