University Mall Holiday Advertising Campaign

For University Mall’s 2018 Holiday campaign, Pluck focused on the joy of giving.

Our 30 second and 15 second spots highlight a family: the story follows a little girl, her mother, and her grandfather as each family member wraps his/her present in an intimate and personal way. The ad culminates with the loving act of presenting the gift to someone special, often just as exciting for the giver as the receiver.

Our simple overarching message turns each touchpoint into a holiday greeting. This stands in contrast to the traditional hard sell and encourages viewers to take a moment and enjoy all the season has the offer.