The Mercadantes of Park Pictures directed this spot titled “Tattoo” in which we see the lasting impression a mom has made on her daughter. The lass gets a tattoo that simply reads, “Keep shining,” the parting line to a heartfelt note in a birthday card she got from her mom.
Looking at the finished tattoo, the young woman says, “I think she would have liked it.”
“Tattoo” is the first commercial in American Greetings’ “Give Meaning” campaign which takes on an extra poignancy this Mother’s Day weekend. Agency is MullenLowe.
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Credits
Client American Greetings Agency MullenLowe Mark Wenneker, chief creative officer; Tim Vaccarino, Dave Weist, executive creative directors; Andrea Mileskiewicz, Blake Winfree, creative directors; Allison Rude, creative director/copywriter; Brian Leech, creative director/art director; Lisa Setten, head of integrated production; Zeke Bowman, director of broadcast production; Vera Everson, sr. producer; Kimberly Reid, assistant producer. Production Park Pictures The Mercadantes, directors; Scott Howard, exec producer; Timory King, line producer; Daniel Mercadante, DP. Editorial PS260 JJ Lask, editor; Marlinda Walcott, post producer; Carol Dunn, exec producer; Colin Reilly, assistant editor. VFX MPC LA Cynthia Lee, lead VFX artist; Sarah Laborde, VFX producer; Elexis Stern, exec producer. Color Nice Shoes Chris Ryan, colorist; Rebecca Mitchell, producer. Audio Post Eleven Sound Jeff Payne, sound designer/mixer; Jordan Meltzer, assistant mixer; Melissa Elston, exec producer.
In a new campaign for FINN Jobb, Norwegian director Øyvind Holtmon of production house Bacon teams with Oslo ad agency Morgenstern to tackle the anxiety around AI replacing human expertise and the contagious trend of professionals switching to content creation as a vocation. The film wastes no time setting up its premise, opening inside a research lab where scientists are urged to “stop sciencing” by management as a result of a long equation being solved exceptionally fast via artificial intelligence by KA.I from IT.
Shot with a clean, clinical visual language and played entirely straight, the film leans into Nordic minimalism and dry humor, letting contrast and restraint drive the comedy rather than exaggeration. Faced with the what-now-moment, the scientists jump hands-on into the new absurdity of creating content. Through synchronized dances, ring lights and dead-serious faces, the lab transforms into a performative stage. In the midst of the excitement, FINN Jobb sneaks through the frame, positioning the platform as a grounded companion in times of change.
As Norway’s largest marketplace for job advertisements, with about 5.7 million job applications in 2025 alone, the film positions FINN Jobb as the go-to platform in an uncertain job market. By flipping a familiar nightmare into an unexpectedly funny, yet hopeful outcome, Holtmon’s story lands as both a satire and a gentle reminder that opportunities won’t disappear.
