Shutterfly breaks “Let Good Fly” holiday campaign

GaryPageau

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Leading consumer photo personalization site Shutterfly premiered its “Let Good Fly” 2020 holiday ad campaign this week. Rather than avoid the realities of a less-than-desirable pandemic year, the light-hearted spot “Let the good fly” confronts it head on. Created by long-time ad agency Argonaut, the spot features various characters showing how they coped with 2020, including a bread-baking mom, a man with COVID-19 hair and a baby who thinks 2020 is just great.

According to MediaPost, the spot is running on cable and connected TV for the next four weeks, urging consumers to cards, mugs, calendars and frames in time for holiday gifting.

The company told MarketingDive “its ad focuses on people who make holiday cards and gifts via the company’s services, but noted that this year’s gifts will be different due to the joyous, humorous or even absurd moments 2020 has brought.”

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Gary Pageau is principal of InfoCircle LLC, continuing his marketing communications career. InfoCircle LLC is a marketing and communications consulting firm, specializing in business-to-business markets. For nearly 25 years, he was with PMA International, serving most recently as Publisher, Content Development and Strategic Initiatives. His primary responsibilities included overseeing the Association’s editorial department, marketing research unit, education and corporate relations department.