# Reconciliatory Christmas Ads Penny's Supermarket Christmas Ad Features an Estranged Family By Laura McQuarrie | Published 2017-11-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/supermarket-christmas-ad References: [adweek](http://www.adweek.com/creativity/this-supermarkets-christmas-ad-is-darker-than-the-rest-and-for-good-reason/) & [serviceplan](http://www.serviceplan.com/en/news-detailed/penny-time-to-reconcile.html) Although the majority of [holiday ads](https://www.trendhunter.com/trends/the-power-of-wishes) 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](https://www.trendhunter.com/trends/cocacolas-christmas-kindness) for many consumers. ## Trend Insights (Trend Hunter) - Score: 0.7/10 - Popularity: 4% | Activity: 10% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Emotional Holiday Ads:** Opportunity for brands to explore emotional and thought-provoking narratives that resonate with consumers during the holiday season. - **Realistic Depictions of Relationships:** Chance to portray authentic and relatable experiences that consumers can connect with, moving away from the traditional idealized portrayals. - **Addressing Difficult Emotions:** Space for brands to acknowledge and address the challenging emotions that may arise during the holiday season, offering support and understanding. ### Where This Applies - **Supermarket Chains:** Supermarkets can create campaigns that emphasize the importance of coming together as a family and provide resources for resolving conflicts during the holidays. - **Film and Advertising:** Opportunity for filmmakers and advertisers to craft emotionally resonant narratives that bring awareness to difficult aspects of the holiday season. - **Retail & Consumer Goods:** Retailers can create inclusive holiday campaigns that recognize and validate the emotions experienced by consumers, offering products and services that cater to their needs. ## Related on Trend Hunter - [Charming Christmas Advertisements](https://www.trendhunter.com/trends/sainsburys-christmas-ad.md) - [Food-Themed Holiday Campaigns](https://www.trendhunter.com/trends/krogers-2024-holiday-campaign.md) - [Viral Non-AI Christmas Ads](https://www.trendhunter.com/trends/le-mal-aime.md) - [Peaceful Holiday Ads](https://www.trendhunter.com/trends/take-a-holiday-from-the-holidays.md) - [Heartfelt Christmas Campaigns](https://www.trendhunter.com/trends/gifting-hour.md) - [Mystery-Style Holiday Ads](https://www.trendhunter.com/trends/sweet-suspicion.md) - [Solution-Oriented Holiday Ads](https://www.trendhunter.com/trends/solutionoriented-holiday-ad.md) - [Festive Shoppable Choirs](https://www.trendhunter.com/trends/shoppable-choir.md) - [Sentimental Holiday Ad Campaigns](https://www.trendhunter.com/trends/joy-is-made.md)