Ad of the Day | Editorial Board Feels Joy with Salvation Army

Dec. 03, 2025

Editorial Board is honored to have contributed to The Salvation Army’s holiday giving campaign. The spots, via agency Lerma, embody the spirit of the season where generosity and kindness come together with joy. 

The first spot, “Give With Joy” features a wildly appealing and buoyant song that acts as an auditory bridge between various scenes of people enjoying life’s gifts and acts of generosity – from trimming the tree with hope to sharing a warm meal with family. The second, “Joy To The World” features the classic Christmas song delivered by a young boy whose conviction and earnestness is emblematic of Tthe Salvation Army’s unyielding community of support. For those who can spare it, $25 a month helps bring immense joy to neighbors in need. 

Lerma Creative Director Bill Cochran said:

“Our strategists had an insight that the world has gotten heavy. We’re surrounded more than ever with negativity. So even the idea of helping others has gotten to feel like a burden. Through this challenge, we were inspired by the verse (2 Corinthians 9:7): ‘God loves a cheerful giver.’ So, we leaned into it and reminded people that giving is meant to lift us up, not weigh us down. ‘Give with Joy’ celebrates the joyful energy that comes from generosity, the giving and receiving."

 

Editor Elizabeth M. Stewart said:

“Every year, the partnership of Lerma and The Salvation Army delivers campaigns that are full of emotion and authenticity with real people front and center. I was so grateful that this year’s theme was joy, and my primary goal was to convey that feeling through the edit. Although they each carried their own distinct creative approaches with the songs as a guiding element, the primary focus was finding and uniting moments that genuinely shine, connect and impart joy.”