An ad for a Dutch pharmaceutical company little known outside of the Netherlands has become surprisingly popular on social media – and appears to be a late contender for the most heartwarming ad of the year based on a wave of positive online feedback.
The 2-minute spot for the DocMorris brand by the Jung von Matt / SAGA agency follows a lonely older protagonist and his new fitness regime.
The man seems frustrated with his aging body and tries to revive the strength of his younger days by training with kettlebell every morning – which arouses curiosity in his neighbors and the viewer.
He ends up arriving at his daughter’s home for Christmas and we learn why he was so focused on a particular weightlifting exercise. As he bends down to lift his granddaughter to the Christmas tree so she can place the star on it, the motivation behind his newfound fitness becomes clear.
People have used social media to express their love for the spot, which was directed by Sune Sorensen and received 6.8 million views on YouTube. Multiple versions were uploaded and shared on Twitter, and received several million views.
“This is now the best Christmas advertisement of the year. The others were great, but that’s one thing. I’m a mess, ”said Twitter user @gavinoattes, whose upload of the video has been viewed nearly 5 million times. “Oh cool, I’ll just be here and cry for the rest of the day,” said another.
Commenting on the film, Sorensen said: “I was immediately drawn to the solitary portrayal of the protagonist and the dynamism of looking at him from the inside out and from the outside in. When looking at one’s development and motivations, the stages of conviction, failure, disbelief, weird relief, recovery, etc. come along with some rewards. “
Client: DocMorris NV
Marketing manager: Frank Müller
Marketing manager: Gil Pfitzmann
Head of Brand & Content: Hannah Polczyk
Director: Sune Sorensen
Agency: Jung von Matt SAGA GmbH
MP: Dörte Spengler-Ahrens
Creative director: Alex Schmid
Senior Producer: Dennis Wendt
Customer Service Manager: Natalie Martens
Copywriter: Olasumbo Pinheiro
Art Director: Ibrahem Ghhareib
Senior project manager: Tasja Oldach
Junior project manager: Viktor Mahé