Allegro is the most famous and the biggest Polish e-commerce retailer. Allegro also has a great track of Christmas Ads. You probably recall English for beginners and Polish grandpa flying to the United Kingdom for holidays? Year after year, Allegro Christmas Ads are anticipated by millions in Poland. But there’s a flip side of the coin – the level of expectation is set rather high and every shoot is rather deep.
“Allegro Album” was a next episode in the new creative platform – Find what’s the most important now. The answer for the brief was deeply embedded in the Polish culture: the most important thing during Christmas is family. “Probably all of us have some different kind of ‘perfect family’ picture in our heads, but from creative perspective in family we can find a lot of tensions” said Maciej Twardowski, executive creative director from Ogilvy Poland.
Album is a story about multigenerational family. When grandma comes for Christmas she tries to enter into her granddaughter’s world, but the teenager is not interested.
In the film we can see how the grandmother tries to gain the interest of her granddaughter, who is absorbed in playing on a portable console during family gatherings. The older woman also tries to play with her smartphone first, but the breakthrough only comes when the teenager browses the family photo album and learns that her grandmother competed in car races in her youth. That’s why he gives her a video game steering wheel bought on Allegro for Christmas.
- We are a platform where customers can find everything they are looking for. In our communication, we try to emphasize what is really important in life: love, warmth, kindness and understanding. In our films, as in everyday life, Allegro allows you to easily find what is most important at a specific moment. This is our next movie that goes beyond simple associations related to purchases. We are talking about what really matters to all of us - comments Adam Szałamacha brand manager at Allegro.
"Technological development does not help in understanding between generations. But in fact, we have much more in common with older family members than we sometimes think. The campaign is about what the most important thing about Christmas in every family: being together. Technology is just a tool that can help”- Maciej Twardowski, Ogilvy’s executive director.
