The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

June 3, 2010 | 2 min read

Greetings card company Hallmark ran its Father's Day TV campaign for the first time last night - and one viewer was stunned to find that it was devoted especially to him.

Jim Crewdson, of Grimsby, was secretly nominated by his daughter Anna Wilson to have a Father's Day ad produced in his honour in a competition the cards company ran on its website.

He had no idea he was the lucky winner until it aired for the first time on ITV1 last night during a break in Britain's Got Talent.

The ad, which will run for the next two weeks, showed Anna, 29, talking to camera telling her dad why she loves him. It also featured pictures of Jim and his children throughout the years and the personalised card Anna picked out for him.

The ad was created by Leo Burnett and Hallmark used a secret camera to film Jim's reaction (below).

Jon Taylor, from Hallmark Cards online, said: “We launched the competition to find someone who wanted to go even further to show their dad they cared with their very own personalised advert.

“We chose Jim as the winner as the entry from Anna really stood out. Thankfully his whole family managed to keep it from him, so he knew he had been shortlisted but thought the judging was yet to happen.

"We really wanted to film his reaction as we knew it would be priceless. There’s not many people who can claim to have been a star in their very own personalised TV advert and not even know about it, so it’s no wonder he’s so shocked!”

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