It’s the time of year again where the world’s leading retail giants have already weighed in with their attempts to try our emotional stability with their festive campaigns. From dogs to lonely grandpa’s, and old men on the moon to Mrs Claus owning it, we’ve seen it all over the years and usually at this stage in the premature festive season we have chosen a clear winner, but not this year; 2016 has been a tough year for many and perhaps it has made the masses more cynical. Until today, that is.
An unlikely candidate for the Christmas Ad crown, today H&M threw a curve ball in to the ring with a campaign directed by the pastel-loving, linear shooting perfectionist, Wes Anderson. Set on Christmas Day, it follows the journey of the H&M Lines Winter Express and its passengers as they become delayed by a snow blizzard, halting all planned Christmas festivities. You can feel your heartbreak for the passengers whose Christmas plans shatter before them, particularly the ‘unaccompanied minor’. However, conductor Ralph (the magnificent Adrien Brody) ensures that the show goes on and prepares a festive surprise for the onboard passengers, ‘with whipped topping’.
The film, named Come Together, is 3:52 minutes of pure Anderson perfection. His quirks are so evident – retro interiors, uniforms, symmetry, awkward exchanges between characters – that you almost forget that you’re watching a Christmas advert for the popular Swedish retailer. Brody, who is a favourite of Anderson’s, having appeared in his other acclaimed films The Darjeeling Limited, The Grand Budapest Hotel and Fantastic Mr. Fox, commented on the short, “This story may resonate more than ever at a time in the world where we could all do with giving a stranger a hug.”
He’s right. The story is a gentle reminder that no matter where you are in the world, or who you are with, there’s always someone who will show you love, care and affection when you feel most alone, even if it’s just for Christmas.
Watch Come Together above.