{"id":358,"date":"2019-12-16T10:00:51","date_gmt":"2019-12-16T16:00:51","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=358"},"modified":"2019-12-16T10:00:51","modified_gmt":"2019-12-16T16:00:51","slug":"the-2019-weepies","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/the-2019-weepies\/","title":{"rendered":"The 2019 Weepies"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2019\/12\/heathrow-bears.jpg\" alt=\"Two teddy bears -- one in a salmon coat and pink hat with a mesh veil, the other in a black coat and black fedora -- holding hands in front of a Christmas tree, with the words &quot;Fly to someone, not just somewhere, this Christmas&quot;\" class=\"wp-image-364\" width=\"500\" height=\"225\"\/><figcaption>The Heathrow teddy bears aren\u2019t actually back this year \u2014 they\u2019re just too cute not to include here.&nbsp; <\/figcaption><\/figure><\/div>\n\n\n\n<p>The holidays tend to be an emotional time. There\u2019s a lot of <em>lots<\/em>. Lots of togetherness. Lots of food. Lots of stress, crowds, and expenses. Lots of people you haven\u2019t seen in years (lots of whom you were okay not having seen in years). Lots of smiles, lots of late nights, lots of alcohol. <em>Lots<\/em> of incense at midnight mass. (Like, seriously, Father, your enthusiasm is admirable, but that second lap was <em>not<\/em> necessary.) That kind of excess can make for lots of Feelings, and we all know advertisers love to kick you right in the feelings if the opportunity arises. They haven\u2019t failed to deliver this holiday season, with ads ranging from happy-weepy to sad-weepy to sweet-weepy.<\/p>\n\n\n\n<p>But there&#8217;s weepy, and then there&#8217;s Weepy. Read on for the tear-jerkingest ads of Holiday 2019.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Honorable mention: <\/strong>Toyota, \u201cYellow Paper\u201d (Saatchi &amp; Saatchi)<\/h2>\n\n\n\n<p>This ad gets an honorable mention on the basis of not being overtly holiday-related (unless you consider Toyotathon to be a holiday [and if you do, by all means, <em>joyeux Toyotathon<\/em>]). And it\u2019s also kind of low-hanging fruit \u2014 deployed parents coming home and hugging their children are a sure-fire tearjerker any time of year. But there\u2019s something about this season that makes it even tear-jerkier, and thus this little mini-story of a family welcoming their dad and his fellow service members home with a yellow ribbon at the airport earns itself Weepy honors.<\/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=\"December Sales Event | Yellow Paper | Toyota\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/pjK2L2iTIAE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Bronze:<\/strong> Gap, \u201cThe Hoodie\u201d (Johannes Leonardo)<\/h2>\n\n\n\n<p>Anyone who\u2019s ever stolen a loved one\u2019s hoodie knows that it\u2019s so much more than just a hoodie. In this ad, the hoodie represents the moments, big and small, shared by a single mother and her son that make up the story of their life together. \u201cThe Hoodie\u201d is the cornerstone of Gap\u2019s \u201cGift the Thought\u201d campaign, and when the now-full-grown son opens his new Gap logo sweatshirt, you can see the same memories and the same thought on his mind: <em>You\u2019ve been there all along.<\/em><\/p>\n\n\n\n<p>Now, go call your mom. She misses you.<\/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 the Thought (:60s) | The Hoodie\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/OmzUcQTcNU4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Silver:<\/strong> Apple, \u201cThe Surprise\u201d (TBWA\\Media Arts Lab)<\/h2>\n\n\n\n<p>Lonely old men have long been a staple in weepy holiday advertising. (Take Edeka, John Lewis, and Spain\u2019s annual Christmas lottery as a few examples, and those were <em><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/o2ideas.com\/the-2015-weepies\/\" target=\"_blank\">all in the same year<\/a><\/em>.) But they\u2019re a classic for a reason. This ad starts out as the story of a couple who unloads their unruly daughters on recently widowed Gramps to trash his house and harass his dog as he studiedly ignores the reality of his own grief. But the last ten seconds put it in Weepy contention with the only-partly happy tears of a man who misses his wife so much and will accept seeing her on an iPad screen but it\u2019s not the same and <em>dammit<\/em>, Apple, why would you <em>do<\/em> this to people? It\u2019s heart-simultaneously-warming and -breaking. (And if doesn\u2019t help that the song used in the ad is \u201cMarried Life\u201d from the movie <em>Up<\/em>, essentially the sad-old-man-est of all possible songs, so yeah, basically screw you, Apple.)<\/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 \u2014 The Surprise\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/LDeRyyDrS40?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Gold:<\/strong> Pantene, \u201cComing Home Should Be #BeautifuLGBTQ\u201d (Grey)<\/h2>\n\n\n\n<p>This year\u2019s easy winner, though, isn\u2019t the story of a sad old fictional grandpa or the love between a fictional mother and her fictional son. This year\u2019s winner is the story of real people, with real families, some by blood and some by choice, and it puts the ads in a category above the other touching-but-contrived ads of the season. Pantene\u2019s holiday ad campaign (featuring a beautiful rendition of \u201cI\u2019ll Be Home for Christmas\u201d by the Trans Chorus of Los Angeles) acknowledges the estimated 44 percent of LGBTQ people who feel like they can\u2019t go home for the holidays as their authentic selves, and celebrates the stories of four who finally can. They\u2019re moving because they\u2019re true \u2014 they aren\u2019t ad-miracle happy, they aren\u2019t touchingly scripted, they\u2019re the kind of happiness that happens to real people who deserve to be happy, and it hits you hard, in the best way.<\/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=\"Pantene | Coming Home Should be #BeautifuLGBTQ\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/CsJWzXtNlgw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><em>Watch videos with <a rel=\"noreferrer noopener\" aria-label=\"Crystal S. (opens in a new tab)\" href=\"https:\/\/www.youtube.com\/watch?v=WWskBLvA6A0\" target=\"_blank\">Crystal S.<\/a>, <a rel=\"noreferrer noopener\" aria-label=\"Miliana S. (opens in a new tab)\" href=\"https:\/\/www.youtube.com\/watch?v=b0WQp3vF3vA\" target=\"_blank\">Miliana S.<\/a>, <a rel=\"noreferrer noopener\" aria-label=\"MJ (opens in a new tab)\" href=\"https:\/\/www.youtube.com\/watch?v=GSgS6gVwV6M\" target=\"_blank\">MJ<\/a>, and <a href=\"https:\/\/www.youtube.com\/watch?v=6ZuGDViV-Mw\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Steven H. (opens in a new tab)\">Steven H.<\/a><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Weepy holidays.<\/h2>\n\n\n\n<p>Any ads making you weep this year? Anything I\u2019ve missed? Let me know about it in comments \u2014 but be gentle. I\u2019m a little bit emotional at the moment.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The holidays tend to be an emotional time. There\u2019s a lot of lots. Lots of togetherness. Lots of food. Lots of stress, crowds, and expenses. Lots of people you haven\u2019t &hellip;<\/p>\n","protected":false},"author":1,"featured_media":364,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[35,38,48,69],"class_list":["post-358","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising-irl","tag-fun-stuff","tag-holiday-celebrate","tag-lgbtq","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 2019 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-2019-weepies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The 2019 Weepies - Caperton Gillett | The Blog\" \/>\n<meta property=\"og:description\" content=\"The holidays tend to be an emotional time. 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