Penny’s holiday ad celebrates chain’s FörderPenny funding for child and youth services

The world may not always be wonderful, but Penny makes it brighter for kids and young people through its FörderPenny initiative, which funds various child and youth services—and is the focus of the German discount grocery chain’s new holiday spot. Penny’s holiday ads have widely celebrated in recent years for focusing on social issues rather than escapism—its hits have included powerful films including “The Kids,” “The Rift” and “The Wish.” The new spot is just as well crafted, directed with real emotion by novemba and produced by Akkurat. See also: The best holiday ads of 2024 Scenes include a children’s orchestra rehearsing, a child with cancer and a volunteer caregiver, a boy returning to football training, a scout group and a dance class for people with Down syndrome. The spot is set to a new version of Louis Armstrong’s “What a Wonderful World.” FörderPenny is funded partly through consumers rounding up their purchases to the nearest 10 cents. The program has supported over 300,000 children and young people and 2,400 clubs since its launch in 2015, contributing more than €6 million in donations and prizes. Penny is doubling all rounded-up donations now through Dec. 31. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Penny’s holiday ad celebrates chain’s FörderPenny funding for child and youth services

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