No one wants the pre-wrapped fragrance set from Walgreens, the tabletop fireplace, the oversized chocolate fountain, any “talking” wall plaque or novelty necktie–and yet those gifts, or “gifts,” arrive each year, destined for dusty basements and yard sales across America.
Shutterfly, in one of the first holiday ads to launch for the 2024 season, suggests an antidote to impersonal, forgettable presents. What the brand leaves unsaid, diplomatically, is this: Stop giving crappy, throwaway gifts. You know who you are.
The campaign, “Make Something That Means Something,” comes from newly formed agency Quality Experience. It’s the first work for Shutterfly and also the inaugural effort from the independent shop after debuting early this year with industry veterans Ari Weiss, Cristina Reina, Colleen Leddy and Dan Gonda at the helm.
“Make Something,” through a series of videos, wants to contrast mass-produced tchotchkes and airport-grade swag with the customizable greeting cards and photo-centric gifts that are Shutterfly’s stock in trade.
“We played with the big idea of meaningless stuff and how ubiquitous it is and how much junk gets put in storage or piles up under the bed,” Weiss, the agency’s creative chairman and former global chief creative officer for DDB, told Adweek. “And we looked for a simple way to bring that to life.”
Creatives chipped in with personal anecdotes and ended up with plenty of useless doodads and whatnots to serve as examples in a pair of hero 60-second ads, from lauded director Noam Murro of Biscuit Filmworks.
No judgement
Impulse buying is a common trap, Weiss said, with the campaign being rooted in reality, with a slight tinge of anti-consumerism sentiment, but free of harsh judgement.
“We’re all guilty of it,” Weiss said. “When we get into the noise of the holidays and feel all this pressure and end up checking off the list.”