Hallmark isn’t too sweet.

02Mar11

Before I watched this new campaign for Hallmark, I was expecting some overly sweet, super cheesy crap that made me want to throw up in my mouth a little. But to my surprise, these spots are really well done – and not too schmaltzy. The copywriting is perfectly restrained. The scenarios aren’t cliché. And they show a side (and some products) of Hallmark I hadn’t seen before. Nice work.

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