ADmirable Series: H&M “Come Together”

By Luke Suggs, Account Intern


Nobody likes delays, especially on Christmas! In H&M’s new holiday ad, “Come Together,” passengers on a train are informed there is a delay and will be missing Christmas with their families. The train operator sets his efforts to ensure that a young boy gets a Christmas even if it’s with strangers.

All of the characters in this short wore H&M’s holiday line of clothing (with the train being called “H&M Lines—Winter Express”), but the ad did not specifically promote these products. Instead, H&M highlights what it feels the importance of Christmas is — coming together.

Brands that use storytelling have impactful ads. Rather than just talking about the products, this ad helps associate Christmas and positive feelings (strangers coming together on a train) with H&M’s brand.

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