The Salvation Army’s not-so-silent night
The Christian church charity's touching spot tells a heart-rending story of a young family facing eviction at Christmas.
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Credits
powered by
- Agency Lerma/Dallas
- Production Company The Fold
- Director Benji Allred
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Credits
powered by
- Agency Lerma/Dallas
- Production Company The Fold
- Director Benji Allred
- Post Production Camp Lucky
- DP Jared Fadel
- Copywriter Katie Bernet
- Art Director Amanda Jackson
- Broadcast & Content Producer Bridget Fontenot
- Editor Elizabeth Stewart
- Audio Engineer Matt Cimino
- Colorist Neil Anderson
- Finish Artist Laychin Lee
- Executive Producer Jessica Berry
- Assistant Editor Cate Hauder
- Director Christian Darias
- Director Merik Richardson
Credits
powered by
- Agency Lerma/Dallas
- Production Company The Fold
- Director Benji Allred
- Post Production Camp Lucky
- DP Jared Fadel
- Copywriter Katie Bernet
- Art Director Amanda Jackson
- Broadcast & Content Producer Bridget Fontenot
- Editor Elizabeth Stewart
- Audio Engineer Matt Cimino
- Colorist Neil Anderson
- Finish Artist Laychin Lee
- Executive Producer Jessica Berry
- Assistant Editor Cate Hauder
- Director Christian Darias
- Director Merik Richardson
Sensitively directed by Benji Allred through The Fold for Lerma, and edited by Camp Lucky’s Elizabeth Stewart, Christian charity The Salvation Army’s Christmas 2024 call to action presents the heartrending story of a single mum attempting to navigate life after being forced from her home.
Juxtaposing the saddening scenes with a gentle rendition of the classic hymn Silent Night, the narrative-driven film tugs at our heartstrings while encouraging viewers to register to donate and “bring someone peace & volunteer to ring the bell”.
“This spot marks a significant shift for The Salvation Army from docu-style vignettes to narrative storytelling which allows us to showcase an experience that often goes unseen: the moments following an eviction,” says Kirstin Mullins, Associate Creative Director, LERMA. “Through the lens of a single mom and her kids, we follow an overwhelming journey that’s all too common with eviction rates over 50% higher than before the pandemic.”
