Subtle sentiments

In condensing messaging and story into the shortest of short form, ads can often struggle to find the right tone.

This TVC, Keeping Families Close, just hits the right note – managing to sidestep mawkishness, while accessing bittersweet, tender moments. 

Created by Wieden + Kennedy and deftly directed by India Sleem through Object & Animal, there is nothing ground-breaking in its concept, yet its smart script – “we don’t perform surgeries, just talent shows” – and execution, sweetly set out the charity’s mandate: to enable kids in treatment to have a fun, special times with loved ones in their ‘home away from home’ at the Ronald McDonald Houses. 

The ad gently depicts the resilience of families and the bravery of children, how they can still enjoy the magic of play during hard times. 

The whole is also aided by some adorable tots, beautifully filmed.