While for many the holidays mean quality time with family, delicious food, and all-around good cheer, the season can also bring its own host of anxieties, particularly when one of those last-minute roadblocks pops up. No matter what the problem, a new campaign from Walgreens says the retailer wants to be there to help, relieving some of that seasonal stress so you can celebrate.
The new push, titled “It’s Walgreens Season,” debuted this week with a spot titled “Shawn.” It opens on a classic scene of family fun. A mother, father, daughter and son are tossing around the football when Dad seems to get a little overzealous, jumping for a catch and pulling a muscle in the process.
“Oh sh…” complains Dad, only to be cut off by a Walgreens employee before he voices the full expletive.
“Shawn!” shouts the woman, carrying Shawn’s order out for curbside delivery.
The campaign was created by Walgreens’ internal team and The Pharm, the WPP partnership team dedicated to the Walgreens Boots Alliance.
It includes four other spots—“Alice”, “Henry” and “Beth,” which follow a similar formula, addressing other holiday problems such as insufficient wrapping paper supply, a tangled mess of twinkle lights or a forgotten present for your sister. All position Walgreens as the go-to stop for quick, contact-free purchases. Tim Godsall directed via Anonymous Content and Merchant.
Along with the humorous wordplay, the news spots don’t lean heavily on the classic Christmas iconography or promises of idyllic celebrations, which contrasts with sister retailer Boots in the U.K., which released an all-out blockbuster starring Jenna Coleman and a bottomless bag of gifts.
The message of the former, however, may be shaping up to be a trend this season. Earlier, Chick-fil-a debuted a two-minute animated spot about the unexpected magic of holiday mistakes, set in the fictional “Whoopsery,” where accidents are turned into masterpieces. After last year’s pandemic-stricken year, it seems fitting that brands are exploring messages that allow for a rocky re-entry into family gatherings, reminding viewers to value the time with loved ones over picture-perfect fetes.