{"id":1075,"date":"2020-12-15T10:54:21","date_gmt":"2020-12-15T16:54:21","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=1075"},"modified":"2020-12-15T10:54:21","modified_gmt":"2020-12-15T16:54:21","slug":"the-2020-weepies","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/the-2020-weepies\/","title":{"rendered":"The 2020 Weepies"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2020\/12\/aldi-ad.jpg\" alt=\"\" class=\"wp-image-1077\" width=\"480\" height=\"272\"\/><figcaption>&#8220;It\u2019s not Christmas \u2019til my Daddy gets home.\u201d <em>Sob.<\/em><\/figcaption><\/figure><\/div>\n\n\n\n<p>You\u2019d think 2020 would be an easy year for Weepy ads \u2014 it\u2019s been a rough year for everyone, culminating in a holiday season that will be very different from those in the past.<\/p>\n\n\n\n<p>But this year was surprisingly tough for our annual celebration of tearjerking holiday ads. A lot of brands decided to go with less-weepy, more-upbeat ads this year, which I totally support. The ones that aimed for weepy-heartwarming, though, pretty universally nailed it, and it was hard to pick the top four and put them in order. I\u2019m pretty satisfied with my choices, buy any brand that didn\u2019t make it into the list can take comfort in the knowledge that the competition was fierce.<\/p>\n\n\n\n<p>On with the 2020 Weepy Awards:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Pre-Show:<\/strong> TK Maxx, \u201cLi\u2019l Goat\u201d (Wieden+Kennedy); Aldi, \u201cKevin\u2019s Out in the Cold\u201d (McCann UK)<\/h2>\n\n\n\n<p>We\u2019ll warm you up this evening with two adorable ads that, thanks to the wealth of worthy ads this year, have to get pushed to pre-show entertainment. In TK Maxx\u2019s Li\u2019l Goat ad, a farmer buys a designer for his goat because, he tells us tearfully, she \u201cbleeding well deserves it.\u201d (If it gets him teared up, that\u2019s good enough for us.) Aldi\u2019s ad, part of their ongoing Kevin the Carrot campaign, gets honors for nothing more than the line reading of \u201cIt\u2019s not Christmas \u2019til my Daddy gets home\u201d by a li\u2019l baby carrot. Don\u2019t worry, Li\u2019l Baby Carrot. Harry the Hedgehog, with an assist by Santa and an homage to <em>E.T.<\/em>, will get Daddy home for Christmas.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"TK Maxx Xmas 2020 - The Lil&#039; Goat\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/MgIigoL1Lro?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Aldi Christmas Launch Advert 2020\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/AL56Z5StIUY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Honorable Mention:<\/strong> Amazon, \u201cThe Show Must Go On\u201d (Lucky Generals)<\/h2>\n\n\n\n<p>Not unexpectedly, the COVID pandemic has played a role in many of this year\u2019s ad, and this one brings it more front-and-center than some others \u2014 although many have illustrated the apart-but-together aspects of this year\u2019s holiday season, not as many have come right out and shown people in masks. This Amazon ad does that, telling the story of a young ballerina who earns a starring role in her ballet school\u2019s Christmas show and rehearses joyfully and diligently, only to be devastated when the show is canceled, we can assume, because of the pandemic. With the help of their neighbors (including, possibly, a guy she\u2019s been making eyes at) and, of course, an assist from Amazon, her younger sister is able to stage a beautiful, snow-dusted rooftop performance. I\u2019m tearing up just writing about it.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The show must go on\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/gQdLD6kk960?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Bronze: <\/strong>Etsy, \u201cGift Like You Mean It\u201d (72andSunny)<\/h2>\n\n\n\n<p>Etsy\u2019s Christmas campaign shows how personal, personalized gifts can be meaningful at Christmas. One features grandparents who, despite pandemic restrictions, able to be close to their grandson with the help of a precious if somewhat surrealist doll based on one of the kid\u2019s drawings. A second features a girl named Shiori who can\u2019t find items with her name on it, but her mom is able to give her with a custom-made name necklace. My favorite tells the story of a man meeting his boyfriend\u2019s family for the first time and worrying about being accepted, only to be presented with a handmade cross-stitch of the happy couple. Sniff.<\/p>\n\n\n\n<p>The campaign could be accused of cheating, on account of it tells three different touching stories in three different executions, but I\u2019m allowing it because it tells them so well.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Gift Like You Mean It: New Guy | Etsy\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/LS8npcVD4Ik?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><a href=\"https:\/\/adage.com\/creativity\/work\/etsys-new-ads-will-have-you-crying-over-your-handmade-holiday-presents\/2290866\" target=\"_blank\" rel=\"noreferrer noopener\">You can see the full campaign at AdAge.<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Silver:<\/strong> McDonald\u2019s UK, \u201cInner Child\u201d (Leo Burnett)<\/h2>\n\n\n\n<p>I don\u2019t know if anyone remembers being a teenager trying so desperately to appear cool even as your inner child fought to get out and get excited about exciting things, but\u2026 I mean, me neither. In this McDonald\u2019s ad, such a teenager pushes back on his mother\u2019s every attempt to bring him Christmas joy (as his inner child dances inside him), until finally, he gives in and joins in the fun and finally falls asleep on the couch, leaning on his mom like the little boy he\u2019ll always be to her, <em>sniff<\/em>. (The teariness is aided by a sweet, slow, piano-driven cover of \u201cForever Young.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Christmas 2020 | Inner Child | #ReindeerReady | TV | McDonald&#039;s UK\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/QJntbYytPz8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Gold:<\/strong> The Pavilion, \u201cHug This Until You Can Hug Me\u201d<\/h2>\n\n\n\n<p>I cannot overstate how hard it was to decide which holiday campaign induced the most tears, but this one managed to just barely come out on top. Ireland always seems to come through with tearjerking Christmas ads, and this year is no different. Cork, Ireland, garden center The Pavilion brings us an ad that opens on a child visiting his grandparents \u2014 and having to greet them from the sidewalk, because he can\u2019t come close, because pandemic, <em>sob<\/em>. His gift to them us a teddy bear that they can hug \u201cuntil you can hug me,\u201d <em>double sob<\/em>. And then they send him an even larger version of the same bear for that same purpose, <em>triple sob, take my money<\/em>.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The Pavilion Christmas Advert 2020 (Cork, Ireland)\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/KwwMhy9Ze5w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Happy Weeping<\/strong><\/h2>\n\n\n\n<p>Feeling weepy yet? I don\u2019t blame you. Any Weepy-worthy ads I\u2019ve missed? Drop them in comments. I\u2019m ready for them.<\/p>\n\n\n\n<p>And to one and all, despite the rough year, despite the Weepy ads, have yourself a merry little Christmas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You\u2019d think 2020 would be an easy year for Weepy ads \u2014 it\u2019s been a rough year for everyone, culminating in a holiday season that will be very different from &hellip;<\/p>\n","protected":false},"author":1,"featured_media":2323,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[35,38,69],"class_list":["post-1075","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising-irl","tag-fun-stuff","tag-holiday-celebrate","tag-the-weepies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The 2020 Weepies - Caperton Gillett | The Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/capertongillett.com\/blog\/the-2020-weepies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The 2020 Weepies - Caperton Gillett | The Blog\" \/>\n<meta property=\"og:description\" content=\"You\u2019d think 2020 would be an easy year for Weepy ads \u2014 it\u2019s been a rough year for everyone, culminating in a holiday season that will be very different from &hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/capertongillett.com\/blog\/the-2020-weepies\/\" \/>\n<meta property=\"og:site_name\" content=\"Caperton Gillett | The Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/capertongcreative\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/capertongcreative\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-15T16:54:21+00:00\" \/>\n<meta name=\"author\" content=\"Caper\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@CapeGCreative\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Caper\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/the-2020-weepies\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/the-2020-weepies\\\/\"},\"author\":{\"name\":\"Caper\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#\\\/schema\\\/person\\\/a8b294ce5e33f2905e82f8435c3650c4\"},\"headline\":\"The 2020 Weepies\",\"datePublished\":\"2020-12-15T16:54:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/the-2020-weepies\\\/\"},\"wordCount\":929,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/the-2020-weepies\\\/#primaryimage\"},\"thumbnailUrl\":\"\",\"keywords\":[\"Fun stuff\",\"Holiday! 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