# Holiday / Seasonal — Format

> Holiday or seasonal advertising. Tied to specific calendar moment. Emotional, traditional, often family-focused.

## Format basics

- Length: 30s - 90s (often 60s+)
- Aspect: 16:9 (TV) and 9:16 (social)
- Emotionally heightened
- Cultural moment integration
- Often premium production

## Holiday categories

| Holiday | Mood | Themes |
|---------|------|--------|
| Christmas / NY | Magical, family | Generosity, togetherness, light in dark |
| Novruz | Renewal, spring | Rebirth, family, tradition |
| Ramadan / Eid | Reflection, community | Generosity, family, breaking fast |
| Mother's/Father's Day | Gratitude | Family bonds, recognition |
| Valentine's Day | Romance | Love, connection, gestures |
| Halloween | Playful, spooky | Costume, fun, candy |
| Back-to-School | Anticipation | New beginnings, preparation |
| Black Friday | Urgency | Deals, buying, scarcity |
| International Women's Day | Empowerment | Strength, recognition, pride |

## Structure (Holiday emotional arc)

```
0-5s    OPENING SCENE
        Holiday mood established
        Visual cues (color, setting)

5-25s   STORY SETUP
        Character / family situation
        Emotional context
        Tradition or ritual

25-45s  EMOTIONAL JOURNEY
        Beat that moves audience
        Holiday meaning embodied
        Connection moment

45-55s  PRODUCT INTEGRATION
        Brand part of moment
        Product enables/enhances

55-60s  BRAND + WISH
        Logo
        "Happy [Holiday]" message
        Brand sign-off
```

## Sample 60s holiday ad — Novruz

```
TITLE: "Karavan — Novruz Spot 'Yenidən Başla'"

EXT. APARTMENT BALCONY - DAWN, EARLY SPRING (0-5s)

GRANDMOTHER (70) sets out a Novruz table on a small balcony.
Cherry blossoms beginning. The first warm morning of spring.

V.O. (warm, considered)
Some traditions wait all year.

INT. KITCHEN - CONTINUOUS (5-15s)

She prepares samani (sprouted wheat). Carefully arranges seven dishes
beginning with "S".

CUT TO B-ROLL: Painted eggs, sweets, candle lighting.

V.O.
For something better.

EXT. BALCONY - LATER (15-30s)

Her DAUGHTER (45) arrives with grandkids. Hugs. The grandkids run
inside. Daughter sits with Grandmother. Pours coffee from a Karavan
thermos for both.

V.O.
And together, we begin again.

INT. APARTMENT - SAME (30-45s)

Whole family around the Novruz table. Grandmother lights the candle.
Children watch wide-eyed. The grandfather reads a Novruz poem.

Coffee in everyone's cups. Karavan-branded.

V.O.
We bring back the table. The candle. The taste of spring.

CUT TO: Hands holding the same Karavan thermos, four generations
visible at table.

V.O. (45-55s)
And the cup that pours for everyone.

CUT TO LOGO (55-60s):

Karavan logo + Novruz greeting in Azerbaijani:
"Novruz Bayramınız Mübarək!"

karavan.az appears below.

V.O.
Karavan. The fuel for what we share.
```

## Key principles

### Cultural authenticity
- Real traditions correctly depicted
- Authentic settings
- Local voices
- Avoid stereotypes

### Emotional core
- Holiday emotional truth
- Universal but specific feeling
- Often nostalgic
- Family/community themes

### Brand as part of tradition
- Product fits naturally
- Doesn't dominate
- Adds to moment, doesn't define it

### Generous spirit
- Holiday ads about giving/sharing
- Brand demonstrates values
- Cause integration possible

### Production value
- Holiday spots expected to be premium
- Cinematic
- Music score
- Beautiful visuals

## Sub-types

### Family gathering
- Multi-generation
- Around table or shared space
- Tradition focus
- Brand serves family

### Single character moment
- Personal reflection
- Remembrance
- Quiet emotional beat
- Brand companion

### Children's holiday
- Wonder, magic
- Playful
- Toy/candy/gift focus
- Magic of moment

### Surprise / gift moment
- Setup of surprise
- Reveal
- Reaction
- Brand as gift or enabler

### Cause / generosity
- Brand gives back
- Holiday spirit beyond product
- Donation, support, kindness
- Brand purpose

## Best practices

### Music
- Often classical / orchestral
- Familiar melodies (carefully licensed)
- Builds emotional arc
- Crescendo at brand reveal

### Cinematography
- Warm color grading
- Practical lighting (candles, fireplaces)
- Cozy interiors / festive exteriors
- Wide enough to show scale + close enough to feel

### Casting
- Authentic to demographic
- Multi-generational mix
- Real-feeling families
- Cultural authenticity

## Compliance

### Religious holidays
- Respectful representation
- Avoid commercialization of sacred
- Consult cultural advisors

### Children
- Specific advertising rules
- Age-appropriate
- Parent-friendly

## Common mistakes

- Generic holiday (not specific to culture)
- Brand too prominent (intrudes on moment)
- Stereotypical depiction
- Missing the holiday emotion
- Using wrong music (license/cultural)
- Western default for global audience
- Stale tropes

## When to use

- Holiday-relevant brands (food, gifts, family products)
- Annual brand moments
- Cultural relevance demonstration
- Emotional connection building
- Cause-tied campaigns
