Penny's Supermarket Christmas Ad Features an Estranged Family

 - Nov 18, 2017
References: serviceplan & adweek
Although the majority of holiday ads are filled with festivity and cheer, Penny's supermarket Christmas ad addresses the fact that the season looks anything but bright for many families.

Penny, a discount supermarket chain based in Germany, launched 'The Path' to tell a two-minute story of a mother and her daughter through the eyes of Award-winning Viennese director Chiara. Over the course of a few minutes, the ad shows an artful, metaphorical look at the challenging path that must be taken to overcome the obstacles in a relationship.

Although the tone of the Christmas ad is quite somber, the slogan that accompanies the film is "Christmas. Time to reconcile." As such, Penny's campaign offers a real, heartfelt and emotional look at the realities of the holiday season for many consumers.