The Mercadantes of Park Pictures directed this spot titled “Tattoo” in which we see the lasting impression a mom has made on her daughter. The lass gets a tattoo that simply reads, “Keep shining,” the parting line to a heartfelt note in a birthday card she got from her mom.

Looking at the finished tattoo, the young woman says, “I think she would have liked it.”

“Tattoo” is the first commercial in American Greetings’ “Give Meaning” campaign which takes on an extra poignancy this Mother’s Day weekend. Agency is MullenLowe.

Credits

Client American Greetings Agency MullenLowe Mark Wenneker, chief creative officer; Tim Vaccarino, Dave Weist, executive creative directors; Andrea Mileskiewicz, Blake Winfree, creative directors; Allison Rude, creative director/copywriter; Brian Leech, creative director/art director; Lisa Setten, head of integrated production; Zeke Bowman, director of broadcast production; Vera Everson, sr. producer; Kimberly Reid, assistant producer. Production Park Pictures The Mercadantes, directors; Scott Howard, exec producer; Timory King, line producer; Daniel Mercadante, DP. Editorial PS260 JJ Lask, editor; Marlinda Walcott, post producer; Carol Dunn, exec producer; Colin Reilly, assistant editor. VFX MPC LA Cynthia Lee, lead VFX artist; Sarah Laborde, VFX producer; Elexis Stern, exec producer. Color Nice Shoes Chris Ryan, colorist; Rebecca Mitchell, producer. Audio Post Eleven Sound Jeff Payne, sound designer/mixer; Jordan Meltzer, assistant mixer; Melissa Elston, exec producer.

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