As a general rule, holiday advertising doesn’t kick off until after Halloween. But while Cost Plus World Market’s newest campaign may be a little early, it’s an emotional reminder of how traditions, old and new, play a part in all of our special celebrations.

The home specialty store has released a short, 95-second film created by barrettSF called “The Tradition,” which tells the story of a father trying to pass along his childhood Yuletide customs to his own kids.

After finding an old picture of himself and his father gleefully hauling their Christmas tree home, he’s inspired to visit the old tree vendor with his family. Unfortunately, all the small shop has in stock are some scraggly leftovers. Luckily, Cost Plus sells holiday trees, and a covertly snapped photo from the man’s daughter reminds him that old traditions can become new again.

The ad, which will run on the Hallmark Channel and stream across Hulu this season, is a clever mishmash of old sentiments and more modern trends, like recreating old photos, which has been memed across social media for years.

“The Tradition” also subtly reminds consumers that Cost Plus sells more than specialty goods, like furniture and, apparently, Christmas trees. More importantly, it’s another example of how deeply human storytelling resonates more than flash and gimmicks.

“We’re incredibly lucky to work with a client like Cost Plus World Market,” said barrettSF’s creative director, Aryan Aminzadeh. “They believe in the power of a good story, and every year they push us to create work that taps into the emotion of the holidays while highlighting what makes them such an integral part of it.”

CREDITS:

Cost Plus World Market
Chief Marketing Officer: Adrian Stevens
Sr. Creative Director: Colleen Cavanaugh
Sr. Director of Marketing: Kimberly Gonzales
Cost Plus World Market Stylist: Kristine Nelson
Cost Plus World Market Photo Producer: Gina Scrivani
Cost Plus World Market Product Coordinator: Blair Simpson

Agency: barrettSF
ECD: Jamie Barrett
Creative Director/Copywriter: Aryan Aminzadeh
Creative Director: Todd Eisner
Sr. Art Director: Jessica Sugerman
Head of Production: Conor Duignan
Broadcast Producer: Charlotte Dugoni
Broadcast Producer: Katherine Bruens
Managing Director: Patrick Kelly
Brand Strategist: Kevin Albrecht
Head of People: Molly Warner
Group Account Director: Robert Woods
Account Supervisor: Lyndsey Dorian
Asst. Account Manager: Ali Nimmo

Production Company: MJZ
Director: Michael Spiccia

Executive Producer: Kate Leahy
Line Producer: Ben Scandrett-Smith
Director of Photography: Autumn Durald Arkapaw

Production Designer: Rene Navarette

Editorial: Exile
Executive Producer: CL Weaver
Head of Production: Jennifer Locke
Editor: Grant Surmi
Assistant Editor: Zaldy Lopez
Producer: Brittany Carson

Finishing: a52
Executive Producers: Kim Christensen, Patrick Nugent
VFX Supervisor: Andy McKenna
Lead VFX Artist: Adam Flynn
VFX Artist: Michael Vaglienty
VFX Producer: Adam Goins
Graphic Artists: Chavilah Bennett, Lindsay Leonard
Color Executive Producer: Thatcher Peterson
Colorist: Daniel De Vue

Audio Mix: One Union
Sound Designer/Final Mix: Eben Carr
Producer: Jaylen Block-Smith

Music: Mophonics
Music Producer: Shelly Altman
Composer: Michael Haziza
Creative Director: Stephan Altman