The Deconstructed Brief
znqku5gp4sbosm1wrwdu.jpg

Come Together

Come Together

Brand: H&M

Agency: adam&eveDDB

Challenge

  • Create a memorable holiday ad that breaks through the din of the barrage of holiday retail ads
  • Wrap up H&M’s strong year in ads with a sweet bow that consumers will enjoy 

Lessons to be learned:

  • Insight — Shoppers generally regard holiday shopping with dread: standing in line, waiting in crowds, finding a parking spot. All terrible. But H&M strives to remind its shoppers to deal with these strangers with empathy. We all want the same thing for Christmas: to spend the holidays with friends & family, celebrating what matters.  
  • All digital — The film is unapologetically made for the digital world. H&M has taken a clear stance on where it believes its ad dollars are best spent, with its signature holiday ad. 
  • Right target, right place — The short-film format enables H&M to speak directly to its target consumers: Millennials who would rather watch a long, entertaining ad than a short pop-up.
  • Contrast — On paper, little about this ad really makes it an ad. There are no hidden brand callouts or overt mentions of the brand. But, when it comes to life on screen, it becomes a clear ad for H&M, because the stylish wardrobe of the actors is the only visual feature that doesn’t fit into Wes Anderson’s world.
  • Winning the cynics — Viewers know the short film is an ad, but even the biggest ad-haters can’t hate the wit, deftness and magic of Wes Anderson’s world.

Rationale:

"This story may resonate more than ever at a time in the world where we could all do with giving a stranger a hug."

One Thought:

We all want the same thing for Christmas.

What they told AdWeek:

"The winter train ride, under Wes Anderson's direction, is the perfect setting for H&M's holiday collection full of relaxed, wearable elegance," said Pernilla Wohlfahrt, H&M's head of design and creative director. "It's about mixing the informal with a sense of occasion, capturing the holiday mood for both dressing up and getting cozy with loved ones."