The Salvation Army’s ‘Give with Joy’ ad campaign
During the Christmas season, be generous not only to yourself but also to others. That kindness will come back to you.
The Salvation Army’s holiday giving ad campaign touches everyone. These spots, organized by the Lerma agency, embody the spirit of the season, when generosity and kindness combine with joy.
“Our strategists had an insight that the world has gotten heavy,” – says Lerma Creative Director Bill Cochran. “We’re surrounded more than ever with negativity. So even the idea of helping others has gotten to feel like a burden.”. So, we leaned into it and reminded people that giving is meant to lift us up, not weigh us down. “Give with Joy” celebrates the joyful energy that comes from generosity, the giving and receiving.
“Every year, the partnership of Lerma and The Salvation Army delivers campaigns that are full of emotion and authenticity with real people front and center,” – says Editor Elizabeth M. Stewart. “I was so grateful that this year’s theme was joy, and my primary goal was to convey that feeling through the edit. Although they each carried their own distinct creative approaches with the songs as a guiding element, the primary focus was finding and uniting moments that genuinely shine, connect and impart joy.”
The first song, “Give with Joy,” features an incredibly catchy and cheerful song that acts as a sonic bridge between various scenes of people enjoying life’s gifts and acts of generosity, from pruning a tree with hope to sharing a warm meal with family.
The second song, “Joy to the World,” features a classic Christmas carol sung by a young boy whose conviction and sincerity are emblematic of The Salvation Army’s unwavering community of support. Those who can give as little as $25 a month help bring immense joy to neighbors in need.
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