Any other director could not have had the same impact in this context. The company chose Anderson, a director known for his bold, identifiable style and indie/hipster movies to engage the critical 18-25 year-old market segment. You know its him in the first visual frame: vintage aesthetic, a specific desaturated colour palette, Adrian Brody. The director of the short film is, of course, Wes Anderson, who’s known for films such as: The Royal Tenenbaums, Moonlight Kingdom, and The Grand Budapest Hotel. The holiday season is one of the busiest times for H&M and they used its nostalgic emotions as well as a feeling of solidarity to create an impressive ad.
At the end of the advertisement, the young boy joins the party and sets the star on top of the tree while the rest of the passengers - still strangers to each other - join together and drink hot chocolate. The crew then works in secret to set up a Christmas tree and holiday party. Among the passengers is a young boy, alone and gloomy, in his train car. The conductor informs the passengers that the train will be delayed by 11 hours, likely interrupting their holiday plans. The story in the advertisement revolves around several characters who are taking a train on Christmas Day. The first is an example I saw months ago-and that has stayed with me: a made-for-YouTube video directed by Wes Anderson for H&M.
As part of a new Beautiful Brand Content blog series, I’m taking a look at beautiful examples of brand content: brands, in other words, that through content marketing nail the difficult balance between an emotionally resonant experience and effective marketing strategy.
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