The time-honoured Christmas tear-jerker (this one adds the theme of isolation) has been given some 2018 accessories by BBDO New York for Macy’s. There’s the mum who can’t be with her family because she is working. And there’s the popular astronaut theme – mum is working on a space station. There’s also this year’s hot theme, the joy of giving, that has already infused Mother London’s ad for Debenham’s and St Luke’s ad for UK retailer, Very.

The 60-second ad, Believe in the Wonder of Giving, has another drawcard that’s completely unique. A life-size snow globe. The daughter has given the mum a little snow globe in a box full of styrofoam bits. When mum opens the box, zero gravity turns her space station room into the interior of a snow globe with mum floating inside. It’s meant to bond the mother and daughter (at the same time, the girl goes outside to find it’s snowing on earth). But it’s also just visually spectacular adding oomph to the ad. And…OK…it makes you want to have a go in one.

https://youtu.be/trtkzNovg-I

Credits

Agency: BBDO New York
Worldwide Chief Creative Officer: David Lubars
Chief Creative Officer New York: Greg Hahn
EVP, Executive Creative Directors: Danilo Boer & Marcos Kotlhar
SVP, Senior Creative Directors: Tom Kraemer & Peter Alsante
VP, Creative Director: Bianca Guimaraes
Senior Project Manager: Noreen Masih
Production: Dan Blaney, Katie Porter & Corie Rosenblatt
Business Affairs Manager: Nancy Espinal
SVP, Director of Music: Rani Vaz
Music Producer: Julia Millison
Planning: Yin Chung & Liz Simons
Account management: Corey Cirillo, Justin Perrelli, Charlie Kunze & Clare Driggs

Production Company: Epoch Films
Director: Martin De Thurah
Executive Producer: Melissa Culligan
Line Producer: Michaela Johnson
DOP: Chayse Irvin

Editing: Work Editorial
Editor: Rich Orrick
Executive Producer: Erica Thompson
Senior Producer: Jamie Lynn Perritt
Producer: Chris Delarenal
Assistant Editor: Theo Mercado

VFX: Blacksmith
VFX Supervision: Daniel Morris & Iwan Zwarts

VFX & CG Supervision: Olivier Varteressian
Executive Producer: Charlotte Arnold
VFX Producer: Bindy St. Leger

Music: Home, by Joel Hartman for Soundtree Music
Executive Producer: Jay James
Published by Soundtree Music Publishing
Head of Music Production: Luis Almau

Final Mix: Steve Rosen @ Sonic Union
Sound Designer: Brian Emrich