I love this. LOVE this commercial. It’s been floating around for almost a week and every time I see it I cry. They took a real couple going through infertility and summed up the whole experience in less than a minute and a half. I can relate to every single thing in the video. Great direction and marketing, American Greetings.
I think their Not Alone / #givemeaning campaign is an important one. They’ve pushed the boundaries of card giving from the usual occasions of birthdays, anniversaries, births, and thank yous to something that brings people together on a whole other, more intimate level. It’s not just for infertility, although that’s the subject of the commercial, but we can often tell when someone is going through something but isn’t talking about it. And sometimes, that person just needs to know that others are there. What a nice gesture. They also brought forth an important concept that the friend giving the card doesn’t pretend to understand what is going on. She’s not looking for solutions to the problem, not offering advice. She’s just putting it out there that she’s there. How refreshing. And significant.
I know it’s just a card company, but they did a good job. They took a topic that is still considered pretty taboo. As much as I write, most people don’t talk about their infertility struggles, or at least not really in public. This commercial has the potential to reach millions of viewers and raise awareness to an audience that probably hasn’t thought much about infertility.
Kudos American Greetings, and thank you.
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