Stop & Shop/Giant was rebranding and needed to present a more human “we’re listening” persona. Their core audience was becoming more active and vocal on social media. We presented this idea of doing a documentary-style spots featuring their own customers. No “this week's special”, no music bed, just a brief glimpse into the lives of some amazing everyday women. We cast hundreds of moms to find the right stories. It was a brave move for any brand.
A Mom starts playing just a little "Elvendore" to help her son.