Shaddy Gift of the Magi

  • EMOTION INTO ACTION SCORE 84.73
  • YEAR 2017
  • Parent company Shaddy
  • AGENCY Dentsu
  • CATEGORYRetail/Restaurant
  • SUB-CATEGORY Retail
  • REGION Asia Pacific
  • COUNTRY Japan
  • MEDIUM TV Long

Our Opinion

This year’s most emotional holiday season ad comes from Japan. Jewellery brand Shaddy staged an entire costume drama production of O Henry’s classic “Gift Of The Magi” short story, compressed into two highly emotional minutes. With lavish production value, Shaddy’s “Gift” is also a showcase of how to handle a complex narrative without dialogue or voiceover. The direction stresses the important aspects – his watch; her hair; and even if you haven’t followed every story beat, the couple’s final embrace tells you all you need to know about the film’s emotion.