Has Hobby Lobby entered the world of emotionally persuasive holiday short-form cinema? It would certainly seem so! And their Christmas ad effort is 100% geared toward what is undoubtedly their most loyal customer: busy (exhausted, out-of-time) moms.
None of them asked for this year’s hottest toy, or another video game to add to their collection. No, the children who filled out these tags listed their “innermost dreams”—things that should be part of everyone’s childhood.
I saw the eight-year-old with paralyzing anxiety, the 13-year-old who battled anorexia, the 19-year-old lost and unsure in her own skin, the 27-year-old determined to run her pain away, the 31-year-old blacked out on the couch, and the 36-year-old who had finally learned to love herself.
“For me, it was hitting rock bottom and it was a wake-up call. Honestly, it was the day that my boyfriend and I had broken up and it had nothing to do with him. But it was just the moment that I was really broken and I was really upset."