Forced Smiles

Developed in partnership with our friends at Wish, the multi-channel, multi-market campaign features a new ‘Forced Smiles’ broadcast spot that plays on the false reactions that we emote when receiving bad or ill-conceived gifts from our family and friends.

The ‘Forced Smiles’ campaign marks the second installment of Wish’s rebrand campaign which began in August of 2022. As part of the new campaign, a series of advertisements, including both video and audio formats, will run across digital, TV and streaming, radio and social platforms in the UK, US, Germany, Italy, Canada and Australia.

The campaign kicked off on October 15, to tie in with the peak planning and buying period for the festive holiday period, with TV, streaming and audio going live in all regions until Dec. 30.

“This second phase of our marketing campaign marks an important milestone for us, after a year of incredible transformation within the business, as we continue on our mission to build an even greater world of discovery for our shoppers and merchants. We’re looking forward to hearing our customers’ reactions to our latest campaign as we bring them further into the new world of Wish,” said Tarun Jain, Chief Product Officer & Chief Customer Officer at Wish.

As part of the campaign, Wish will be continuing its collaboration with a range of talented content creators to extend the campaign’s reach. Including Adrian Bliss, Baby Tate, Harry Tate and MLMA, each of the influencers have been carefully selected to showcase how Wish provides a discovery-driven personalized shopping experience for all.

Whale's agency and production teams worked with long-time collaborators Splash Studios, Uni_Verse Studios, and Massive Music to bring the campaign to life across every channel.