The Gift of Kindness
Christmas TVC for Optometrists Today
Some gifts are too big to fit under the tree.
Inspired by the much-loved Christmas commercials of British retailer John Lewis, I proposed a different approach to Optometrists Today's holiday advertising: moving away from the hard sell in favour of heartwarming stories that celebrate the spirit of Christmas, with the ambition of creating an annual tradition audiences would look forward to.
The result was a Christmas dinner with some very special guests, and a heartfelt message that struck an emotional chord with audiences.
The commercial earned an outpouring of affection on social media. Viewers called it “the best Christmas ad ever,” “the best advertisement I've seen all year,” and “perhaps the best local ad ever.” Some were moved to tears. Others watched it again and again.
For a commercial that set out to touch hearts rather than sell a product, it's hard to imagine a more gratifying response.
Client
Optometrists Today
Project
Christmas TVC
My Role
Creative Strategy, Concept, Copywriting and Creative Direction
The World Needs Christmas
Now, maybe more than ever before.
The Catch
Keep your eyes on the ball.
Get One, Gift One
This is just too good not to share.
Focus
It’s just a game… or is it?
The Calling
It’s not the falling, but the getting up.
The Perfect Gift
It really is better to give than to receive.
Like Cats and Dogs
This place ain’t big enough for both of us.
Mummy Returns
She said she’d pick him up and that’s that.
Radio
Concept, Script, Creative Direction, Project Management