Ray Charles Ft. In Hallmarks Commercial (1997)
In February 1997 Hallmark Cards launched a 30-second TV commercial featuring Ray Charles giving Valentine’s Day greetings to three beauties who “sneak a peek” at Hallmark’s logo on the back of the cards he gave them.
The campaign promoted a new Say It With Music line of cards with song clips, stored on a digital chip with an internal miniature speaker. The media campaign also entailed a direct mail piece – a booklet with full-page shots of Ray Charles, Willy Nelson and Mama Cass – urging consumers to use music (“new cards, great sounds”) to make birthdays rock.
The account was handled by Leo Burnett, Chicago.