The Salvation Army’s ongoing advertising campaign, featuring the iconic country singer Dolly Parton, was revived over the weekend with a new spot "Lead In Video."
The first commercial announced Dolly Parton as the musical performer for the Dallas Cowboys Thanksgiving Day game, which also marked the launch of The Salvation Army’s 133rd Red Kettle Campaign.
In "Coach Dolly," viewers were transported to a bedazzled NFL locker room where Dolly Parton, clad in her signature country-princess attire, strummed her guitar and prepared the Dallas Cowboys cheerleaders for her halftime show.
The scene cleverly integrated Parton’s charm and wit as she chatted with Coach Mike McCarthy, ensuring a halftime performance as dazzling as her persona.
The second and latest spot "Dolly’s Halftime Intro" showcases Parton in a vintage, bedazzled Salvation Army uniform set against a magical, moonlit forest backdrop. She passionately appeals for support for The Salvation Army’s causes during the holiday season.
Adam Littke’s genuine approach, creative voice and respect for The Salvation Army’s mission made him the ideal director for the campaign created by the LERMA advertising agency.
The campaign serves as a reminder of the increasing needs of millions of families living in poverty in the United States.
The Salvation Army, as one of the nation’s largest private providers of social services, aims to provide crucial support, including Christmas gifts, food, shelter and assistance with rent and utilities, to those struggling during the holiday season.