framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Salvation Army “Kettle” 2015

Salvation Army “Kettle” (2015) is a Salvation Army commercial directed by Johnny Kelly. It won one award: D&AD 2015 Wood Pencil — Film Advertising Crafts / Animation for Film Advertising.

This Salvation Army ad highlights the diverse impact of donations beyond the iconic red kettle, showcasing real people whose lives have been positively changed by the organization's support.

Video: Salvation Army Media on YouTube

Shot by shot

  1. A red Salvation Army kettle hangs in the foreground, with blurred concrete steps and railings in the background, as text appears on screen.© Salvation Army0:00
  2. A close-up shot of a red Salvation Army kettle, with the top of the kettle and its handle visible, against a blurred light background.© Salvation Army0:03
  3. A man in a black U.S. Army cap and black jacket receives a plate of food from a server in a green apron and cap at a food service line in a brightly lit interior.© Salvation Army0:05
  4. A man with a beard and a U.S. Army hat eats a meal from a red tray at a table in an interior setting.© Salvation Army0:07
  5. A man with a beard and long hair, wearing a black cap and a floral shirt, speaks to the camera in a kitchen.© Salvation Army0:08
  6. A smiling woman in her 40s stands in front of a small, light-colored house with a green lawn and pine trees in the background on an overcast day.© Salvation Army0:10
  7. A middle-aged woman with brown hair and a patterned top speaks directly to the camera in front of a suburban house during the day.© Salvation Army0:12
  8. A young boy in a white and gray tank top shoots a basketball while a girl in a black shirt watches in a school gym.© Salvation Army0:13
  9. A young boy with blonde hair in a white t-shirt and basketball jersey holds a basketball and speaks to the camera, with other children in a line behind him on a basketball court.© Salvation Army0:16
  10. A young boy with curly blonde hair in a white and grey basketball jersey claps his hands while other children stand around him in a gym.© Salvation Army0:17
  11. A smiling older white man in a Salvation Army uniform stands in a church with pews and a large cross in the background.© Salvation Army0:18
  12. A red Salvation Army kettle is centered on a white background with text above and below it, fading to dark.© Salvation Army0:21

Stills © Salvation Army. Made by Johnny Kelly.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Real people share how Salvation Army changed their lives beyond the red kettle.

Tagline: “When you donate to The Salvation Army, Expect Change.”

testimonial montageproblem-solution narrativesymbolic object focuscommunity impact showcasedirect address to camera

The cut

Length
30 s
Shots
12
Average shot
2.5 s

What creatives use Salvation Army “Kettle” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Salvation Army “Kettle”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A close-up shot of a red Salvation Army kettle, with the top of the kettle and its handle visible, against a blurred light background.© Salvation ArmyA man in a black U.S. Army cap and black jacket receives a plate of food from a server in a green apron and cap at a food service line in a brightly lit interior.© Salvation ArmyA man with a beard and a U.S. Army hat eats a meal from a red tray at a table in an interior setting.© Salvation ArmyA man with a beard and long hair, wearing a black cap and a floral shirt, speaks to the camera in a kitchen.© Salvation Army
    Frames from Salvation Army “Kettle”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Salvation Army “Kettle” in order, with its length, framing and what happens in it.

    A close-up shot of a red Salvation Army kettle, with the top of the kettle and its handle visible, against a blurred light background.© Salvation ArmyA man in a black U.S. Army cap and black jacket receives a plate of food from a server in a green apron and cap at a food service line in a brightly lit interior.© Salvation ArmyA man with a beard and a U.S. Army hat eats a meal from a red tray at a table in an interior setting.© Salvation ArmyA man with a beard and long hair, wearing a black cap and a floral shirt, speaks to the camera in a kitchen.© Salvation ArmyA smiling woman in her 40s stands in front of a small, light-colored house with a green lawn and pine trees in the background on an overcast day.© Salvation ArmyA middle-aged woman with brown hair and a patterned top speaks directly to the camera in front of a suburban house during the day.© Salvation Army
    Length: 30 s · Shots: 12 · Average shot: 2.5 s

  3. 03Ad ideas: every spot built on a testimonial montage

    Before you present an idea, you need to know who has done it, and how.

    Salvation Army “Kettle” is built on a testimonial montage. Search the library by idea to see every spot that uses it.

    Powerade “The Athlete's Code”© PoweradeHera “Age Your Way”© HeraHbo “Watercooler”© HboAthletic Brewing “Co. - Run Wild”© Athletic Brewing
    Powerade · Hera · Hbo · Athletic Brewing

More commercials by Johnny Kelly

  • Cheerios "Right on Tracks" (2020) commercial still© CheeriosCheerios “Right on Tracks” 2020Dir. Johnny Kelly · Nexus StudiosANDY Awards Gold 2020
  • Canon "Inspired" (2012) commercial still© CanonCanon “Inspired” 2012Dir. Johnny Kelly · Creative Artists AgencyEmmy (Outstanding Commercial) 2013
  • Coca-Cola "Happiness is Movement" (2015) commercial still© Coca-ColaCoca-Cola “Happiness is Movement” 2015Dir. Johnny Kelly · The Cyranos for McCann Worldgroup EuropeD&AD Wood Pencil 2015
  • Guinness "Dancing Can" (2025) commercial still© GuinnessGuinness “Dancing Can” 2025Dir. Johnny Kelly · AMV BBDO
  • Telstra "Together Builds Better" (2025) commercial still© TelstraTelstra “Together Builds Better” 2025Dir. Johnny Kelly · Freelance
  • Humane Society International UK "Humane World for Animals - Rebrand" (2025) commercial still© Humane Society International UKHumane Society International UK “Humane World for Animals - Rebrand” 2025Dir. Johnny Kelly · FlyteVu

Award-winning public service & ngo commercials

  • WWF "In Hot Water" (2025) commercial still© WWFWWF “In Hot Water” 2025Dir. Yannis Konstantinidis · NOMINTClio Awards Grand Prix 2025
  • Fire and Emergency New Zealand "You’re Cooked" (2024) commercial still© Fire and Emergency New ZealandFire and Emergency New Zealand “You’re Cooked” 2024Motion SicknessEffie Awards Grand Prix 2024
  • truth "Depression Stick" (2023) commercial still© truthtruth “Depression Stick” 2023Mojo SupermarketEffie Awards Grand Prix 2023
  • New Zealand Government "Unite Against COVID-19" (2022) commercial still© New Zealand GovernmentNew Zealand Government “Unite Against COVID-19” 2022Clemenger BBDOEffie Awards Grand Prix 2022
  • OCEDEL "Firefly Man" (2016) commercial still© OCEDELOCEDEL “Firefly Man” 2016Dir. Wataru Sato · DRILLAdFest Grand Prix 2016
  • Epuron / German Ministry for the Environment "Power Of Wind" (2008) commercial still© Epuron / German Ministry for the EnvironmentEpuron / German Ministry for the Environment “Power Of Wind” 2008Dir. The Vikings · Nordpol+Eurobest Grand Prix 2007

Questions

Who directed the Salvation Army “Kettle” commercial?

Johnny Kelly directed it.

What awards did Salvation Army “Kettle” win?

1 awards, including D&AD 2015 Wood Pencil — Film Advertising Crafts / Animation for Film Advertising.

What is the tagline of Salvation Army “Kettle”?

“When you donate to The Salvation Army, Expect Change.”

Sources for the credits and awards

dandad.org