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