A small gesture consoles a struggling couple in American Greetings spot

The latest in the "Give Meaning" campaign from MullenLowe tackles infertility.

Not every life event is a happy one, and sometimes there aren’t nice words that can fix them. But nice words can make them more bearable. American Greeting’s latest spot in its "Give Meaning" campaign follows a couple struggling with infertility. The 90-second spot from MullenLowe highlights their hopes and setbacks and the difference a thoughtful gesture can make.

Credits

American Greetings
President and Chief Operating Officer
Group Vice President, Marketing, Innovation and Business Development and President Papyrus-Recycled Greetings, Inc.
Chief Marketing Officer
Director, Consumer Marketing Communications
Director, Engagement Marketing
Director, Corporate Communications
Senior Manager, Engagement Strategy
Manager, Engagement Marketing
Assistant Manager, Engagement Marketing
Associate Manager, Marketing Communications
Creative Credits
Agency
Managing Partner Chief Creative Officer
Executive Creative Directors
Creative Director
Creative Director
Copywriter
Senior Art Director
Executive Director of Integrated Production
Director of Broadcast Production
Senior Broadcast Producer
Assistant Broadcast Producer
Business Affairs Manager
Group Account Director
Account Director
Production Company
Director
Executive Producer
Line Producer
Editorial
Editor
Assistant Editor
Junior Producer
Executive Producer
VFX
Lead VFX Artist
Producer
Executive Producer
Audio Post
Sound Design/Mixer
Assistant Mixer
Executive Producer