The spots from Energy BBDO and the American Egg Board poke fun at over-the-top presents given during Christmas
Launching on November 10th, the American Egg Board’s new campaign, “The Gift of Eggs,” pokes fun at holiday extravagances in order to celebrate what really matters during the season — family, friends, special memories together and FOOD! The campaign’s two short films upend trite holiday gifting advertising, like the perennial car with a big bow in the driveway, by adding a comic twist to remind consumers that just a dozen eggs can open the door to incredible possibilities.
The films, created with creative agency Energy BBDO, are called “Giant Bow” and “Proposal.” The former plays off over-the-top holiday car commercials, showing a family surprising their dad with an extravagantly wrapped carton of eggs in the driveway; the latter leans into jewellery store holiday clichés, revealing that the holiday proposal is not with a diamond, but an incredible egg. The tongue-in-cheek films will run on social and OLV and were shot following social distancing protocols.
“Food is always important during the holidays, and we expect it to be much more so this year as families look for ways to celebrate under challenging circumstances. We wanted to give people a laugh — we all could use a little levity this year, especially. These lighthearted digital shorts are hopefully reminders to us all that something homemade is sometimes the best gift and a great way to make meaningful new memories, celebrate traditions and bond over incredible food,” said Emily Metz, president and CEO of the American Egg Board.
“Making food for a family member or friend is a heartfelt way to show you care, especially this year when we may not get the opportunity to see our loved ones in person,” say Jon Leachman and Dan McCormack, Energy BBDO’s creative directors. “As eggs are the foundation of so many delicious holiday dishes and treats, we created ‘The Gift of Eggs’ campaign to inspire people with incredible gift ideas that can be there for the holidays even if you can’t.”
In addition to the spots and a forthcoming content partnership with Thrillist, “The Gift of Eggs” also includes an activation encouraging people to give the gift of eggs through gift cards to their favourite local restaurants, many of which are struggling in the Covid-19 environment. The activation lives on social and utilises Google Maps technology to suggest nearby restaurants for breakfast or brunch. Whether for carryout, drive-thru, curbside pick-up or safe dine-in, the gift cards make giving the gift of eggs easy and offer a great alternative for those who need a break from cooking during the hectic holiday season.