The Distillery Project makes merry for Meijer in midwest holiday campaign

Full-service ad agency The Distillery Project (TDP) has created a holiday brand campaign for retailer Meijer.

The earnest and reflective spot highlights the value of family and the lasting memories we create together while reevaluating what the holidays mean and what’s truly important in 2021. Ultimately, it relays the idea that traditions carried on from childhood keep the magic and love of the holidays alive for generations and are proof that love is timeless.

As the 60-second ad opens, a pair of kids are planting a small fir tree in the front yard with their granddad. “Grandpa, will this be our Christmas tree?” the little boy asks, to which he gets the reply, “Someday.” Next time we see them, the kids are tweens, and the tree is quite a few inches taller. Again, the little boy wants to know if it’s “ready.” “Someday,” the patient grandpa says. They return again as young adults to check on the tree, but the answer is always the same. In the final visit, just the sister and brother come upon a mighty fir tree. As they admire it, the brother asks the question one more time, and the sister looks over at her husband and toddler son playing in the snow. Apparently, it is finally ready, but there’s a catch: Rather than cut the tree down for a single year’s use, they decorate it on the spot with cherished ornaments from Meijer. 


“It’s no secret that the holidays last year were a little short on spirit. They forced us to reflect on what’s truly important—the people and the traditions we hold so dear,” said Kristi Neitzel, creative director at TDP. “This spot is really about holding tight to our most wonderful memories together and ensuring they live on for generations to come.” 

The broadcast TV, streaming video, and social campaign will run throughout the Midwest from November 26 to December 25. TDP has been Meijer’s AOR for eight years.

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Client: Meijer

Execution Title:  Holiday Christmas Brand TV: Someday

Agency: The Distillery Project

Founder/CCO: John Condon

Founding Partner/CSO: Ben Kline

Head of Operations/Partner: Kim Tanner

Head of Production/Partner: Nik Traxler

Creative Director / Copywriter:  Kristi Neitzel

Creative Director / Art Director: Phil Jungmann

Producer: Brenda Cortés

Business Affairs Manager: Bonnie Kalaf

Production Studio: Smuggler

Director: Jamie Rafn

Executive Producer: Drew Santarsiero

Producer: Catalina Restrepo

Director of Photography: Justin Gurnari

Production Designer: Ben Bolton

Editorial: Rock Paper Scissors

Editor: Adam Pertofsky

Assistant Editor:  Erin McCaffrey

Producer: Janae Abraham

Head of Production: Dre Krichevsky

Executive Producer: Shada Shariatzdeh

Post Production: a52

Head of Production:  Stacy Kessler-Aungst 

Executive Producers:  Patrick Nugent & Kim Christensen 

Managing Director:  Jennifer Sofio Hall

Producer: Maura Murphy

VFX Supervisors: Andres Barrios, Stefan Gaillot 

Flame Artists: Chris Riley, Michael Vaglienty

Color Co.: Primary

Producer: Diane Valera

Colorist: Greg Reese / Primary

Music: JSM

CEO/CCO/Co-Composer – Joel Simon

VP/Executive Producer – Jeff Fiorello

Co-Composer – Vlad Berkhemer

Producer – Norm Felker

Producer – Andrew Manning

Producer – Sharon Cha