Much like Denmark's "Familien," in which a recently divorced couple comes together briefly to search for their kid who decided to run away or Elisa, from Finland which sees a rebellious teenager reuniting with his father like a prodigal son this spot for supermarket chain PLUS features another depressing scenario.
In this case, another divorced family with the dad having moved out to a flat all on his lonesome except for the few moments when he sees his daughter on weekends. But since it's Christmas the daughter manages to touch his heart and the gift she leaves under his pathetically little tree inspires him to pluck up the courage to come back home to speak and share a family meal with the extended family.
See this is why people hate advertising. I'm sorry but with the divorce rate being as high as it is (especially in advertising) I have witnessed enough to know that however touching the story is, it's a fantasy. For every miracle of co-parenting there are ten uglier versions. So while this ad ticks off the boxes of inclusiveness, it's as far removed from reality as a Norman Rockwell version, too.
But I guess right now in Europe people are coping with a lot of divorces.

Agency: J. Walter Thompson Amsterdam
Creative Partner: Bas Korsten
Executive Creative Director: Marcel Hartog
Concept: Chris Sant, Dieuwer Bulthuis
Art: Chris Sant, Gerard Foekema
Copy: Dieuwer Bulthuis
Executive Strategy Director: Daan de Raaf
Strategist: Lex Noteboom
Business Director: Budi Gonzalez de Chaves
Screen Director: Marloes van den Berg Senior Concept Producer: Charlene Thomas
PR Director: Jessica Hartley

Client: PLUS Supermarket

Manager Formula & Communication Manager: Bas Snetselaar
Marketing Communication Manager: Cecile van den Heuvel
Campaign Manager: Lydia van den Brandhof
Campaign manager ad interim: Pauline Effern
Corporate Comms Manager: Ingeborg Biemans- Posthumus

Production Company: Pink Rabbit
Directors: Ismael & Basha
Cinematography: Martijn Broekhuizen

Post production & Visual Effects: Captcha!
Editor: MRTN edit boutique

Music: The Cinematic Orchestra - To Build A Home
Written by: Jason Swinscoe, Philip Jonathan France, Stella Page, Dominic Smith, Patrick Watson
Published by: Ninja Tune/Kobalt/Cloud 9
Music Supervision: Amp.Amsterdam
Sound: Lab 3, Jeroen van Gessel

Media: Initiative Amsterdam

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about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.