Burnetts in pounds 8m Hallmark TV blitz

Hallmark will become the first greetings card manufacturer to advertise on television in the UK next week with an pounds 8 million campaign created by Leo Burnett.

Hallmark will become the first greetings card manufacturer to

advertise on television in the UK next week with an pounds 8 million

campaign created by Leo Burnett.



A 40-second commercial, ’teardrop’, tells the story of a young man’s

attempt to win back his lover after a row. Having spent the night

agonising over how to make up with his girlfriend, in the early morning

he reaches the decision to apologise by hand-delivering a Hallmark

card.



The man sets off on his romantic mission and encounters a heavy

thunderstorm.



He tries to protect the card by tucking it inside his coat so that the

apology arrives unscathed. However, the card gets wet once inside his

girlfriend’s house - from her tears of joy as she reads the word

’sorry’.



The ad was designed to illustrate to a mass audience the way in which

cards can help people express their innermost feelings and position the

Hallmark brand as synonymous with conveying them. It was written by Mark

Tutssel and art directed by Nick Bell. Shot in Bristol, the ad was

directed by Michael Seresin through BFCS.



Hallmark, a major advertiser in the US, has steadily increased its

budget in recent years to around dollars 65 million, although it has

never launched TV work outside its domestic market. ’It’s a very

exciting time,’ By Arganbright, the group marketing director of

Hallmark, said.



The spot, which breaks nationally on terrestrial and satellite TV on 16

February, targets 25- to 44-year-old women and will appear in peak-time

programmes such as Blind Date, Coronation Street and Emmerdale Farm.



Media was planned and bought by Burnetts.



Hallmark card designers include Andrew Brownsword (’forever friends’)

and Gordon Fraser (’country companions’).



The UK already has the highest per capita consumption of greetings cards

worldwide and Hallmark is the market leader, according to the joint head

of account management at Burnetts, Crispin Reed.



’The purpose of this campaign is to unleash the brand’s full force,’ he

said.



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