2020: A Year Like No Other, Communications Like No Other
2020 – a year like no other. From wildfires to elections, from discussions on civil rights to the race for a COVID-19 vaccine, this year has been rife with trials and testaments to the human spirit and resilience. In a year like no other, it makes sense that companies have shifted the tone of their holiday messages; in fact, to not capture the character of this year would be tone-deaf and a disservice to the brands they represent.
In the spirit of the holidays, we want to highlight three of our favorite campaigns from this season of change and joy found in unlikely places. Each of these campaigns speaks to a particular pain that has been caused this year – whether that pain is cancelled plans or a loved one getting sick, these campaigns aimed to tackle real hurts with a little healing.
1. Amazon: “The Show Must Go On”
Anyone who danced during their childhood knows the rush of anticipation as roles for the winter concert were called. For those who did ballet, The Nutcracker was the epitome of holiday joy and a dancer’s dream to be Clara, the Sugarplum Fairy or even the Snow Queen. Amazon captures the delight of a young Black woman as she learns she was cast in the lead role in her company’s winter production, and it then runs the gambit of emotions that she faced when classes moved home, when the performance got cancelled and when her community went out of its way to ensure she still got the chance to dance – even if it looked different. Dreams – big and small – were crushed this year. This is a testament to all the ways in which dreams took new forms in 2020 thanks to great people. Not to mention, “The Show Must Go On” is a classic saying for performers, who are used to playing their roles no matter what!
Watch “The Show Must Go On” here.
2. Xfinity: “The Greatest Gift”
Playing on a more traditional holiday approach, Xfinity introduced us to a Santa Claus who wasn’t sure what to do with this year, either. Normal gifts, he said, just wouldn’t cut it. With the help of his elves, conference calls and nights of lost sleep, Santa and his team decide to package what makes the holidays so joyful in the first place – treasured memories with those we care about most. This, and the use of drones to transport the presents from the elves’ workshops to the sleigh, makes this campaign a very 2020 take on the season of giving. Warning: Tears are allowed and expected.
Watch “The Greatest Gift” here.
3. Kohl’s: “Give with All Your Heart”
Kohl’s took a different approach and highlighted the way in which people made relationships with others whom they never really met in person. Through window glass and paper messages hoisted up by tape, a little girl befriends her elderly neighbor, who is also stuck indoors. When the neighbor stops responding to the little girl’s messages, we are left waiting with the same worry as the girl. The neighbor returns, to our delight, but with a hospital bracelet still clinging to her arm as she waves in greeting. In celebration of those who have recovered, and in respect to those who have passed away, Kohl’s shows a heartfelt portrayal of friendship and loss during the COVID-19 pandemic.
Watch “Give with All Your Heart” here.
UF PRSSA hopes you enjoyed these campaigns as much as we did – communicators get the incredible opportunity of putting the experiences and emotions of humans into shareable, tangible experience, and these campaigns did just that. Let’s strive to connect people in our work, especially in times such as these.
Happy holidays from UF PRSSA, we will see you when we get back!
Written by Victoria French