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Friday 6 December 2019
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Hobby Lobby Launches Holiday Spot | 2nd Round of “Christmas Is What You Make It” Campaign from Richards Group

Hobby Lobby Launches Holiday Spot | 2nd Round of “Christmas Is What You Make It” Campaign from Richards Group

Hobby Lobby is one of the largest crafting and home décor retailers in the United States. Our goal was to build on the momentum of, and favorable response to, last year’s Christmas commercials by making those who live to create joy fall in love with Hobby Lobby once again. To do this, we wanted to break out of the holiday clichés, but still create a spot that feels magical, meaningful, and memorable, under last year’s theme of: Christmas is what you make it.

The focus on Christmas has fallen to gifts in shiny wrapping paper, glossy ornaments on trees, and all the external trimmings of the holiday. But the only truly meaningful gift one can give is the gift of themselves—their time, their talents, and their love.

We wanted to remind people of this with a simple story of a single mom who is so busy working as a nurse, and taking care of her teenage son, that she hasn’t had time to prepare for the coming holidays. After she leaves for work one morning, her son—waking up and walking into the unkempt, sparsely decorated living room—has an epiphany. He rides to the electronics store and sells his beloved gaming console. With the cash, he buys ornaments to decorate the tree and house. When his mother walks through the door from work, she’s speechless. She sees the living room glistening with holiday cheer. But her attention falls to something on the floor—a laundry basket that’s filled with neatly folded laundry, and spotless dishes, wrapped with a large, red Christmas bow. As she realizes her son has done the laundry and washed the dishes, she embraces him in appreciation for the true gift of selflessness he has given her.

Watch the spot…



The Richards Group

We’re a branding agency. We exist for one reason: to endear brands to people. Endearing a brand to its customers requires creativity that works – and works consistently – at every point of contact. An agency whose purpose is to endear brands to people at every point of contact needs to have the resources it takes to make that happen. And we do. All born here. All raised here. All interconnected, commingled, and collaboratively creative.