Hallmark - Tell Me / Teenage Boy - 2012 :15 (USA)

In his latest contribution for Hallmark, Madheart’s Jan Gleie has directed a spot that captures the spirit of the holidays through a series of disarmingly simple vignettes in which people express their desire to connect with family and friends. It’s part of an ongoing campaign for the brand, out of Leo Burnett, Chicago, employing the theme “Tell Me” and showing how a Hallmark card can satisfy basic human emotional needs.

The spot is composed of a series of artfully crafted portraits in which the subject speaks directly to the camera as if to a loved one of his or her desire for connection. “Tell me that I did a good job.” “…that our traditions matter.” “Tell me you love me for who I am.”

As is typical of Gleie’s work, the vignettes feel authentic and unforced and the speakers connect with viewers because they express simple, human emotions that everyone shares. People engage in holiday activities in casual, natural ways that never feel staged or sentimental. They seem like people we know.

Agency: Leo Burnett, Chicago. Jeanie Caggiano, executive creative director; Matt Miller, creative director; Phil Jungmann, creative director; Adam Ferguson, copywriter; Ray Swift, agency producer.
Production: Madheart, Los Angeles. Jan Gleie, director; Lisa Phillips, executive producer.