{"id":3127,"date":"2024-12-19T12:02:13","date_gmt":"2024-12-19T18:02:13","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=3127"},"modified":"2024-12-19T12:02:14","modified_gmt":"2024-12-19T18:02:14","slug":"the-2024-weepies","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/the-2024-weepies\/","title":{"rendered":"The 2024 Weepies"},"content":{"rendered":"
\n
\"A
Who hurt you, Adam&eveDDB?<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

It\u2019s the day we\u2019ve all been waiting for: the 2024 Weepies, our annual celebration of holiday ads that make you cry. The holidays are always a great source of sentimental sniffling in the ad game, and getting to the top of the tearjerking pile takes a lot of skill and heart that\u2019s worthy of celebrating. That\u2019s not to say these ads are necessarily the best<\/em> ones \u2014 2024 brought us plenty that were cute, clever, or just plain delightful (I\u2019m looking at you, Adjoa Andoh<\/a>). But when it comes to ads that warm the heart whilst stinging the tear ducts, these are the best of the best.<\/p>\n\n\n\n

But first:<\/em><\/p>\n\n\n\n

Before we get into the awards, we should check in with a couple of old friends. Aldi returns with the further adventures of Kevin The Carrot<\/a>, which have never returned to their weepy roots but are still adorable and worth checking out (particularly a certain\u2019s briefcase\u2019s false bottom).<\/p>\n\n\n\n

And then there\u2019s Chevrolet. Chevrolet continues to be disqualified from Weepy contention<\/a> due to their constant pandering to the judges with the absolute most manipulatively, flawlessly moving ads ever. So I\u2019m just going to point you to this story of a young man overwhelmed by the expectations of his family<\/a> , and a ride with his dad in a Chevy truck owned by his grandfather who\u2019d just died, and of course sweet memories and emotional connection, and Anomaly are evil, and you can do like I did and cry about it on your own time. We\u2019re done here.<\/p>\n\n\n\n

But you didn\u2019t come here for ads that weren\u2019t<\/em> Weepy-worthy. You came here to somehow be happy and also crying at the same time. So here they are:<\/p>\n\n\n\n

Your 2025 Weepy Award winners.<\/strong><\/p>\n\n\n\n

Honorable Mentions<\/h2>\n\n\n\n

O2, \u201cSnowing SIMs\u201d (VCCP):<\/strong> <\/em>The ad itself isn\u2019t terribly weepy<\/a>, but what it\u2019s promoting is really sweet \u2014 mobile company O2\u2019s National Databank<\/a> provides free data minutes to the millions of people across the UK who don\u2019t have access to the crucial connections they need, and that\u2019s emotionally moving in its own way and worthy of mention.<\/p>\n\n\n\n

JD Sports, \u201cThe Family Portrait\u201d (Uncommon):<\/strong><\/em> This one doesn\u2019t bring home a Weepy because the main qualifier for the award is actively bringing me to tears, and I only got to almost-welling-up here. But it\u2019s such a real, true, relatable, beautiful celebration of family<\/a> as something beyond genetic ties that it deserves recognition.<\/p>\n\n\n\n

Suchard, \u201cMartin, a Christmas Story\u201d (Ogilvy Spain):<\/strong><\/em> Y\u2019all know I can always get got by a lonely anthropomorphic toy, and Suchard\u2019s lonely li\u2019l Mars rover<\/a> gets me good. Suchard’s ad (sound familiar?<\/a>) misses the Weepy solely because Deutsche Telekom’s entry just barely<\/em> edged it out, but make no mistake: I teared up for the lonely robot.<\/p>\n\n\n\n

Bronze: Deutsche Telekom, \u201cBubbles\u201d (MUW Saatchi & Saatchi)<\/h2>\n\n\n\n

An ad featuring two girls in adjoining snow globes could just be a cute story, or it could be strikingly moving. Two little girls develop a friendship despite both their physical separation and the apparent prejudice of their communities. But they don\u2019t just grow their connection despite the barrier \u2014 they take action to crush it. Of all the moments in this really effective ad, I wouldn\u2019t have expected a little girl unwrapping a brick to be the peak of my weepiness, but the holidays are a time for surprises. (A note: I went back and forth repeatedly debating the placement of this ad vs. Apple’s ad below, so know this ad was basically a coin flip away from Silver honors.)<\/p>\n\n\n\n

\n