With Just the Right Level of Sappiness, Cost Plus Kicks Off the Holiday Season Early

While some of us are still carving jack-o'-lantern and hanging cobwebs, others would say it's never too early to indulge in a little holiday sentimentality. As a general rule, holiday advertising doesn’t kick off until after Halloween. But while Cost Plus World Market’s newest campaign may be a little early, it’s an emotional reminder of how traditions, old and new, play a part in all of our special celebrations. The home specialty store has released a short, 95-second film created by barrettSF called “The Tradition,” which tells the story of a father trying to pass along his childhood Yuletide customs to his own kids. [kickout id="1"] After finding an old picture of himself and his father gleefully hauling their Christmas tree home, he’s inspired to visit the old tree vendor with his family. Unfortunately, all the small shop has in stock are some scraggly leftovers. Luckily, a covertly snapped photo from the man’s daughter reminds him that old traditions can become new again. The ad, which will run on the Hallmark Channel and stream across Hulu this season, is a clever mishmash of old sentiments and more modern trends, like recreating old photos, which has been memed across social media for years. “The Tradition” also subtly reminds consumers that Cost Plus sells more than specialty goods, like furniture. More importantly, it’s another example of how deeply human storytelling resonates more than flash and gimmicks. “We’re incredibly lucky to work with a client like Cost Plus World Market,” said barrettSF’s creative director, Aryan Aminzadeh. “They believe in the power of a good story, and every year they push us to create work that taps into the emotion of the holidays while highlighting what makes them such an integral part of it.” CREDITS: Cost Plus World Market Chief Marketing Officer: Adrian Stevens Sr. Creative Director: Colleen Cavanaugh Sr. Director of Marketing: Kimberly Gonzales Cost Plus World Market Stylist: Kristine Nelson Cost Plus World Market Photo Producer: Gina Scrivani Cost Plus World Market Product Coordinator: Blair Simpson Agency: barrettSF ECD: Jamie Barrett Creative Director/Copywriter: Aryan Aminzadeh Creative Director: Todd Eisner Sr. Art Director: Jessica Sugerman Head of Production: Conor Duignan Broadcast Producer: Charlotte Dugoni Broadcast Producer: Katherine Bruens Managing Director: Patrick Kelly Brand Strategist: Kevin Albrecht Head of People: Molly Warner Group Account Director: Robert Woods Account Supervisor: Lyndsey Dorian Asst. Account Manager: Ali Nimmo Production Company: MJZ Director: Michael Spiccia Executive Producer: Kate Leahy Line Producer: Ben Scandrett-Smith Director of Photography: Autumn Durald Arkapaw Production Designer: Rene Navarette Editorial: Exile Executive Producer: CL Weaver Head of Production: Jennifer Locke Editor: Grant Surmi Assistant Editor: Zaldy Lopez Producer: Brittany Carson Finishing: a52 Executive Producers: Kim Christensen, Patrick Nugent VFX Supervisor: Andy McKenna Lead VFX Artist: Adam Flynn VFX Artist: Michael Vaglienty VFX Producer: Adam Goins Graphic Artists: Chavilah Bennett, Lindsay Leonard Color Executive Producer: Thatcher Peterson Colorist: Daniel De Vue Audio Mix: One Union Sound Designer/Final Mix: Eben Carr Producer: Jaylen Block-Smith Music: Mophonics Music Producer: Shelly Altman Composer: Michael Haziza Creative Director: Stephan Altman