{"id":1491,"date":"2021-12-23T13:29:10","date_gmt":"2021-12-23T19:29:10","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=1491"},"modified":"2024-11-27T01:18:42","modified_gmt":"2024-11-27T07:18:42","slug":"the-2021-weepies","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/the-2021-weepies\/","title":{"rendered":"The 2021 Weepies"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"571\" src=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/chevy-ad.jpg\" alt=\"A screenshot from Chevrolet\u2019s 2021 holiday ad. We\u2019re seeing a close-up shot of a tearstained, dark-haired woman in a shearling-collared coat as she sits in the passenger seat of a car. Her father, an old, gray-haired man in a tan coat, is touching her face comfortingly. In the background, out of focus, are the white columns on the front porch of a farmhouse.\" class=\"wp-image-2796\" style=\"width:450px;height:321px\" srcset=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/chevy-ad.jpg 800w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/chevy-ad-300x214.jpg 300w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/chevy-ad-768x548.jpg 768w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/chevy-ad-336x240.jpg 336w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\">Spoiler alert.<\/figcaption><\/figure>\n<\/div>\n\n\n<p>Super Bowl season gets a lot of attention for being the ad industry\u2019s, well, Super Bowl \u2014 it\u2019s the time when advertisers go all out, wringing every drop they can from their budget and their creatives\u2019 sanity to come up with something spectacular and memorable, either to run during the game itself or to compete with those that do. For me, though, I think the holiday season is an underappreciated complement, with advertisers setting aside the spectacular to grab your emotions by the balls in search of those precious, precious holiday shopping dollars.<\/p>\n\n\n\n<p>The Sappy Bowl, if you will. And, okay, I love it.<\/p>\n\n\n\n<p>Holiday 2021 follows the spirit of <a rel=\"noreferrer noopener\" href=\"http:\/\/capertongillett.com\/blog\/2020\/12\/15\/the-2020-weepies\/\" target=\"_blank\">Holiday 2020<\/a>, when the general consensus appeared to be that we\u2019ve had plenty of emotion this year and are going to tend toward the upbeat for Q4. But also like Holiday 2020, the ads that decided to go for it this year decided to <em>go for it<\/em>, and by the time I surveyed all the nominees, my eyeliner was a complete write-off.<\/p>\n\n\n\n<p>Which ones were just weepy, and which ones were truly Weepy? Those are the ones we\u2019re here to celebrate today. And thus the 2021 Weepy Awards go to:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Honorable Mention:<\/strong> Etsy, \u201cGive more than a gift \u2014 Our Santa\u201d (72andSunny)<\/h2>\n\n\n\n<p>This ad didn\u2019t make it into the medals because it didn\u2019t technically generate actual weeping. But it was still heartwarming enough to warrant an honorable mention. Because representation matters, and grandpas deserve a merry Christmas, too, and watching this grandpa look at the jolliness around him and not see anyone who looked like him made me sad. And then watching him see that someone noticed and found that special gift just for him made me happy. If I were watching this on the way home from midnight mass, all full of Christmas spirit and sleep deprivation, I might well properly tear up. Welcome back to the Weepies, Etsy\/72andSunny.<\/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=\"Etsy | Give more than a gift - Our Santa\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/OY4Yod55B_c?start=30&#038;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> McDonalds UK, \u201cImaginary Iggy\u201d (Leo Burnett London)<\/h2>\n\n\n\n<p>Christmas is for kids, and for people who were, once upon a time, kids. And that\u2019s what this ad is about: Being a kid, growing up, leaving childhood things behind, and realizing that maybe you shouldn\u2019t have done that and rescuing your childhood imaginary friend from the closet where you stuffed him.<\/p>\n\n\n\n<p>I, of course, have a recorded track record of getting weepily sentimental over things like imaginary friends, childhood stuffed animals, and anthropomorphic baby carrots, so a sweet, fluffy, turquoise friend who was so fun and encouraging throughout the girl\u2019s childhood and then was so unceremoniously STUFFED IN A CLOSET BECAUSE HE WASN\u2019T COOL ENOUGH FOR YOU COOL NEW FRIENDS, EMILY, was basically guaranteed to touch, and then break, my heart. But she did come back for Iggy, and they both had a merry Christmas in the end.<\/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=\"Imaginary Iggy | Christmas | McDonald&#039;s UK\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/NRFSj3UC5jk?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>Silver:<\/strong> Amazon, \u201cKindness, the greatest gift\u201d (Lucky Generals)<\/h2>\n\n\n\n<p>This ad made me ugly-cry so hard my mom gave me a hug, and the only reason it didn\u2019t win gold is that I\u2019m pretty sure it\u2019s for mostly personal reasons that I got so entirely Weepy. But if you\u2019ve been there, you know. The outstanding sound design does a huge amount of heavy lifting here \u2014 the noise, the people, the ear-ringing <em>everything<\/em>ness of it that conveys anxiety so effectively and draws the audience into that mental state. (Plus, Adele. If your goal is to make people cry\u2026 Adele.)<\/p>\n\n\n\n<p>But the girl was just <em>so<\/em> stressed, and you\u2019re just <em>so<\/em> there, and then someone notices she\u2019s stressed, and they notice that something makes her feel better, and then they give her the thing that can help make her feel better, and then she has something that helps make her feel better <em>and<\/em> she sees that someone has noticed her being stressed and felt compelled to help and dammit, there I go again.<\/p>\n\n\n\n<p>Anyway, it was a sweet ad that also highlighted the mental health struggles young people (and not-so-young people) have been facing, and it\u2019s Christmas. Great job, Lucky Generals.<\/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=\"Kindness, the greatest gift | Amazon Holiday Ad\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/1z73AKLBgLg?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> Chevrolet, \u201cHoliday Ride\u201d (Commonwealth\/\/McCann)<\/h2>\n\n\n\n<p>Damn you, Chevrolet.<\/p>\n\n\n\n<p>Just damn you directly to hell.<\/p>\n\n\n\n<p>When you first saw Chevy\u2019s Christmas ad, I\u2019m sure your thoughts went straight to me, all, \u201cMan, this one\u2019s winning a Weepy for sure.\u201d And it is. I can\u2019t deny that this is the straight-up weepiest ad of Christmas 2021. But honestly? I\u2019m not sure how I feel about it. There was something almost formulaic about this ad: the sad guitar music, the sad widower crying over a picture of his late wife, the sad daughter, \u201cIt\u2019s what Mom would have wanted.\u201d There\u2019s even a dog (because there has to be a dog). I almost feel manipulated by it.<\/p>\n\n\n\n<p>I\u2019m serious. It\u2019s a situation that\u2019s real and relatable, and people have been going through so much, and that kind of grief is certainly something more and more people are able to relate to (sadly). The director, Academy Award-winning filmmaker <a href=\"https:\/\/www.adweek.com\/brand-marketing\/in-this-tearful-chevrolet-ad-a-grieving-family-restores-more-than-a-car\/\" target=\"_blank\" rel=\"noreferrer noopener\">Tom Hooper, felt a personal connection to the story<\/a> and wanted to tell it to its utmost. And he did. And if it hadn\u2019t been a car ad, I\u2019m confident my reaction would have been unqualified praise for a touching, emotionally resonant short film about love and grief and family. \u2026 Except it was a car ad.<\/p>\n\n\n\n<p>Regardless, I\u2019ll be damned if it didn\u2019t work, because I was right there with the sad widower, and the daughter, and the dog, and I started crying when he was sitting in the dusty old Impala being all sad and I didn\u2019t even bother wiping my eyes until after the freshly restored car had driven off into the distance. Damn you, Chevrolet, and damn you, Commonwealth\/\/McCann. Just because I don\u2019t want to give you this award doesn\u2019t mean you didn\u2019t earn it. Good job.<\/p>\n\n\n\n<p>Now come on, Erckle. You deserve better than this.<\/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=\"Holiday Ride | Chevrolet\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/c4-oyBnknHk?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\">Weepy Christmas to all, and to all, a good night.<\/h2>\n\n\n\n<p>And now that I\u2019ve cried off all my Maybelline, I put it to you: Have I missed any? What ads have made you get Weepy this holiday season? Pull up a chair, grab a tissue, and share your favorites in comments.<\/p>\n\n\n\n<p>And I wish you, through my tears, a merry Christmas, jolly assorted other holidays, and a happy new year.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Super Bowl season gets a lot of attention for being the ad industry\u2019s, well, Super Bowl \u2014 it\u2019s the time when advertisers go all out, wringing every drop they can &hellip;<\/p>\n","protected":false},"author":1,"featured_media":2796,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[35,38,69],"class_list":["post-1491","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 2021 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-2021-weepies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The 2021 Weepies - Caperton Gillett | The Blog\" \/>\n<meta property=\"og:description\" content=\"Super Bowl season gets a lot of attention for being the ad industry\u2019s, well, Super Bowl \u2014 it\u2019s the time when advertisers go all out, wringing every drop they can &hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/capertongillett.com\/blog\/the-2021-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=\"2021-12-23T19:29:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-27T07:18:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2024\/11\/chevy-ad.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"571\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\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=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/the-2021-weepies\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/the-2021-weepies\\\/\"},\"author\":{\"name\":\"Caper\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#\\\/schema\\\/person\\\/a8b294ce5e33f2905e82f8435c3650c4\"},\"headline\":\"The 2021 Weepies\",\"datePublished\":\"2021-12-23T19:29:10+00:00\",\"dateModified\":\"2024-11-27T07:18:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/the-2021-weepies\\\/\"},\"wordCount\":1128,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/the-2021-weepies\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/11\\\/chevy-ad.jpg\",\"keywords\":[\"Fun stuff\",\"Holiday! 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