As I sit right smack dab in the middle of the holiday marketing season I am inundated with ads of families, couples, parents, romantic partners…..but there's one relationship that's glaringly missing from the ads…
Sure there are ads with female friends doing their holiday shopping together. But where's the ad with the woman/man/kid shopping high and low to find the perfect gift for their best friend?
When you DO produce a commercial about true friendship, it stands out.
For example – This TV spot from Mastercard remains one of my all time favorites.
"Being with people who understand you……priceless."
Yup. That's what true friendship is all about.
The power of one good friend
I've written before about my family tradition of drinking tequila in the bathroom on Thanksgiving. It all started because one year my sister and parents came to visit me on Thanksgiving. My sister was going through a divorce. I asked her what she wanted to do when she visited and she responded, "Sit on the bathroom floor and drink tequila."
So I decorated my tiny upstairs bathroom with candles and flowers and got a bottle of tequila and two shot glasses, and we snuck away from the crowd and sat on the commode and the bathtub and cursed men and celebrated the fact that we still had each other.
And so, a tradition was born.
So many people feel alone on the holidays. Why don't we see more commercials celebrating true friendship – talking about the life-saving power of having someone in your life who gets you and supports you, no matter what?
And I do mean life-saving.
I was reminded of this when watching the video of a boy who had been bullied and harrassed since the 1st grade He doesn't speak in the video – simply holds up index cards telling his story and sharing his despair. When he talks about wanting to commit suicide, he follows with this index card….
That's the power of one good friend. Sometimes it's the only thing between you and the abyss. And that's enough.
So people……this holiday season, look for ways to share stories of the power of one good friend. Feature good friends in your marketing materials. Tap into that universal longing we all have to be understood and supported – to have that one go-to person you know always has your back, even when you don't deserve it.
And if you're lucky enough to have that friend – reach and out tell them so. It will make their holiday.