Allegro Spotlights Why Christmas Is the Perfect Time of the Year to Bridge the Generational Gap

This Allegro spot is not the first-time director Jesper Ericstam and the brand collaborate. Their 2016 Christmas advert English, in which a grandpa learns the language before meeting their grandchild for the first-time during Christmas, went viral and garnered 4 million views in just one week. At the time, a spokesperson for Allegro declared, “For years, we’ve strived to make both Allegro - the largest e-commerce platform in the CEE region - as well as our communication to customers bring joy, touch the heart and cause a smile.”

Christmas is the perfect time of the year to bridge the generational gap. Not only because most of us get together with our families for the first time in a while, but the tradition of giving presents forces us to think about what other want or need and learn more about them. In this new spot a grandfather faces his dislike of new technologies to gift his granddaughter a doll house. While a son hides the use of said technologies to fix his father’s leaky roof.

Every year the Allegro Christmas Ad is anticipated by millions, and every year the story must connect with the viewers by highlighting the themes of family and exploring different dimensions and relationships within it. For example, in their 2019 spot Album it was the teenager in the family who didn’t seem interested in her grandma. This time around it is the grandpa, committed to being self-sufficient in his old age, who is not interested in the help his son can bring him.

Swedish director Jesper Ericstam, perhaps better known for his slightly off-the-wall comedy work, is also a master of understated storytelling, which shines in this ad that will resonate with anyone who has elderly parents and/or a leaky roof.