Greeting cards may be old fashioned and fast disappearing from our lives, but for me the advertising for Hallmark will always be timeless. The baseline, ‘When you care to send the very best’ captures the brand essence so very well and lends itself for some great creative expressions. Their new commercial, ‘Brother of the Bride’ is a great mix of subtle humour and emotion. This is a story of a tactless bride’s brother who has this habit of putting his foot in the mouth. And when he gets up to make a speech, everyone is expecting a disaster. How does he make a perfect speech – thanks to a Hallmark card, of course.
This commercial has been nominated for the Most Outstanding Commercial in the Emmy Awards, 2008. Last year’s Emmy for the Most Outstanding Commercial went to this American Express spot.