35 years ago, Kevin McCallister delighted the world with his ingeniousness in keeping himself safe from the two burglars. And he continued to do so throughout all of these years, gathering people in front of the TV during the holidays and entertaining them with his elaborate traps, improvisations, and strategic and creative thinking.
All grown-up now, Kevin’s priorities have shifted a bit, now focusing on how to protect his aging mother from everyday risks. Spotted bubble-wrapping the house to protect his mother against life’s little hazards that might arise around the house, he soon realizes that he can’t do this on his own. Thankfully, this is where in-home senior care Home Instead steps in. Providing in-home care, the family service is dedicated to supporting aging adults be safe, comfortable, and independent at home, giving peace of mind to families like Kevin’s.
Home Instead communicates the care it provides to older adults via a new campaign, “Home But Not Alone,” made in partnership with creative partner FCB Chicago. Starring Macaulay Culkin as adult Kevin, the initiative features four ads that pay a nice tribute to the iconic film while capturing the feelings families experience when considering care options for their older relatives.
At the heart of the campaign is a one-minute-long video featuring a grown-up Kevin visibly worried about his mom living alone. Kevin might be older now, but the younger version of himself is very much alive. Coming up with a hand-drawn plan where he marked the high-risk zones inside the house, Kevin starts acting, danger-proofing the house using bubble wrap. However, he fails to carry out his plan and that is thanks to Old Man Marley’s granddaughter. Carrying the same wisdom as her grandfather, she suggests to Kevin that it might be time to talk with his mother about home care.
Directed by Jody Hill, the initiative — which builds on Home Instead’s “A Better What’s Next” campaign — uses humor and nostalgia to empower families to “start planning for aging in place with confidence.” Talking about the campaign, the director says they “wanted to tell this story authentically, recognizing that we all experience this moment with a loved one at some point. It goes beyond holiday nostalgia to connect with Kevin McCallister years later — as he faces the same concerns many of us have as our parents age. It’s real, it’s funny, and it’s deeply human.”
“When we think about the holidays, we think of families being together and watching classics like Home Alone,” continues Kim Atkinson, Chief Marketing Officer, Home Instead. “These times can also uncover when loved ones may need additional support to continue living independently at home. Starting the conversation about care can be difficult for both aging parents and their adult children, but it’s the essential first step to ensuring connection and dignity. This campaign helps families take that step with compassion, humor, and hope.”
The 60-second spot debuted on November 1 and will run through January 11 during presentations of “Home Alone” and other special holiday programming. Supporting the centerpiece video are three shorter spots — Groceries, Your Turn, and The Delivery — each reflecting iconic scenes from the original movie.
CREDITS
Brand: Home Instead
Agency: FCB Chicago
Director: Jody Hill
