The Path

For our client PENNY, we have developed a Christmas spot that addresses a problem for many people during the holidays - the pain of family relationships. At the heart of PENNY's communication is closeness and togetherness. It marked the starting point for our idea: making reconciliation happen in real life. We told the story of a mother who embarks on an epic journey to try to fix things with her estranged daughter. In the end, the strenuous journey in fact took the protagonist only a few steps, from her door to her daughter’s. The final visual in the spot was supposed to turn the entire commercial on its head, because the audience suddenly understood what they have been watching, and explains some of the hyperbolic moments happening throughout. Via the onscreen copy, the spot got its point across evocatively — that togetherness, no matter how complicated, is usually worth it eventually.