# Heartwarming Musical Holiday Ads Erste Group's Ad Reignites an Elderly Man's Love of Music By Ell Smith | Published 2020-12-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/erste-groups-ad References: [adweek](https://www.adweek.com/brand-marketing/this-holiday-ad-about-an-elderly-mans-love-for-music-will-melt-your-heart/) & [estre.br](https://www.estre.com.br/group-companies/?lang=en) Erste Group's heartwarming Christmas ad takes an animated approach, sharing the story of a grumpy old man with a love of music. In the ad, an elderly gentleman, who refuses to put in his hearing aids ignores those around him. Choosing social isolation, he refuses to meet others as he's moved into his new care home. When unpacking his belongings, his caregiver finds musical scores, and photos of him as a young boy playing the piano. The caregiver then gathers the other musicians in the house, and together they play the song from the musical score. The man puts his hearing aids in, as he leads on piano, taking him back to the memories he had as a child. Image Credit: Erste Group / Jung von Matt/DONAU ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 8% | Activity: 42% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Heartwarming Ads:** Opportunity for businesses to create emotional and touching advertisements that resonate with viewers. - **Animation in Advertising:** Utilizing animation techniques in advertising campaigns to capture viewer attention and deliver impactful messages. - **Storytelling in Marketing:** Using storytelling techniques to engage audiences and evoke emotional responses in marketing campaigns. ### Who This Affects Most - **Advertising:** Innovative advertising strategies that utilize heartwarming and emotional storytelling techniques. - **Entertainment:** Creating animated content for advertising purposes that entertains and engages viewers. - **Senior Care:** Exploring ways to use music and storytelling to improve the well-being of seniors in care homes. ## Related on Trend Hunter - [Viral Non-AI Christmas Ads](https://www.trendhunter.com/trends/le-mal-aime.md) - [Accessibility-Centered Ads](https://www.trendhunter.com/trends/apples-holiday-ad.md) - [Music-Centric Holiday Campaigns](https://www.trendhunter.com/trends/unwrap-expression.md) - [Festive Shoppable Choirs](https://www.trendhunter.com/trends/shoppable-choir.md) - [Charming Christmas Advertisements](https://www.trendhunter.com/trends/sainsburys-christmas-ad.md) - [Emotionally Engaging Holiday Advertisements](https://www.trendhunter.com/trends/the-power-of-wishes.md) - [Piano-Centric Campaigns](https://www.trendhunter.com/trends/kawai-pianos.md) - [Heartfelt Christmas Campaigns](https://www.trendhunter.com/trends/gifting-hour.md) - [Creative Music-Based Campaigns](https://www.trendhunter.com/trends/music-deserves-bose.md)