Our creative director drew reference from the connection he had with his Zeidy (lovable grandpa in Yiddish). "He was the loveliest person alive," Motty says. On a more serious note: He was a hero. Leaped off moving trains, survived the Holocaust, and built a family anew. May he rest in peace.
The nostagic pull of this campaign invokes that warm and fuzzy feeling for an audience of thousands.