The Chinet® Brand: The Thread

One thing that's certain is that 2020 has been completely uncertain. Just when there was a break in the clouds, a derecho flew in like a bat straight out of hell. It’s the dumpster fire that would not (and still won’t) quit – and that’s just speaking in generalisations.When considering how this has impacted advertising specifically, things haven’t looked much brighter. While we’ve been keeping our hands away from our faces, COVID19's clutches haven’t spared a single part of our industry. From uber-sensitive messaging to complete production shutdown, the virus has touched every aspect of the industry and the work that agencies and clients are aiming to create.

So when The Buntin Group, Nashville-based leading independent brand communications firm, received word from long-time client the Chinet® brand about producing a brand-new holiday spot in the midst of a global pandemic, political season and social unrest – they decided to take the opportunity to flip the proverbial script.

From the initial brainstorm, inspiration wasn’t hard to come by. The team went to work, drawing upon what 2020 had them missing most: being together. However, as racial and political tensions continued to rise across the country, what began as an idea centered around “gathering” evolved into an opportunity for a greater message of inclusion and belonging.

“During the holiday season, nothing is more genuine, more valuable than the time we spend with each other,” said Dave Damman, Chief Creative Officer at The Buntin Group. “To create ‘The Thread’ in the most authentic way possible, we asked six different real-life families, each celebrating a different holiday and representing a different culture, to do what brings them together: share a meal.”

Because no matter the color of our skin, the cultures we belong to or the beliefs we hold, there’s one thread that connects us all: sharing a meal with the ones we love.

Each family invited the team into their homes with open arms and ovens on, so Buntin could document their celebrations from kitchen prep to post-dinner traditions. Taking care to adhere to COVID safety precautions, director Connor Carroll employed a “fly on the wall” filming style that not only respected social distancing, but uniquely welcomed the natural movement of these intimate gatherings – making the imperfect moments captured feel perfectly human.

“It’s not just about what’s on the table. It’s about who’s around it,” is a natural fit for the Chinet® brand. But this spot goes beyond that. It’s an uplifting message of unity and shared values that the world desperately needs right now. And honestly, while this year has done nothing but make us feel as if we’re hanging by a thread, it’s just nice to be reminded that there’s at least one more holding us all together.