The UPS Store Showcases the Importance of Human Gestures This Christmas
The UPS Store commissioned its creative agency of record, Doner to take an emotional approach to holiday shipping this year with 'Verify You Are Human,' a cinematic new branded short film directed by filmmaker Gia Coppola and The Directors Bureau and designed to connect with gen z audiences who are redefining what the holidays and home mean to them. Because it’s easy to forget that the most meaningful holiday gestures still come with a little bubble cushioning and a lot of heart.
The branded short film (:90 spot) follows a young man searching for the perfect gift for his mom in an increasingly digital world, where algorithms and automation threaten to replace authentic gestures. He asks AI, spends time on social media for gift-giving guides, scours the internet, and takes quizzes on what kind of gift-giver he is. Finally, before purchasing a gift card, a box pops up asking him to verify that he’s human. This moment gives him pause and sends him on a course to say 'I love you' in a way only he can. He jumps up and grabs his keys, walking the streets to find the perfect gift that he ships directly from The UPS Store.
The story celebrates the human side of giving: the joy, nostalgia, and connection that come from choosing, packing, and sending something meaningful to the people who matter most. The film’s title, 'Verify You Are Human,' is a clever nod to the CAPTCHA test we’ve all encountered online, reinterpreted as a call to action: to reconnect with what makes us human through tangible acts of care.
Doner brought in Gia Coppola, known for her emotionally resonant visual storytelling, to direct the piece and bring the idea to life with cinematic depth. The agency’s creative team saw the moviegoing experience as a natural environment to reach gen z, who value shared, real-world moments.
“Even in a digital-first world, nothing compares to receiving something that a loved one took the time to shop for and send,” said Michelle Van Slyke, senior vice president of marketing and sales at The UPS Store. “This branded short film is about inspiring gen z to embrace the joy of the holiday season through hand-selecting gifts from local businesses, and shipping them with care.”
“The UPS Store has always played a meaningful role for consumers during the holiday season,” said David DeMuth, CEO of Doner. “With this year’s work, the brand is more than a destination, it’s an inspiration.”
“I love a holiday spot because they’re filled with so much emotion,” said Gia Coppola. “The sentiment of this one, especially, feels meaningful and poignant for this moment in time. Taking the time and effort to find and ship something is such a beautiful gesture of love. Thank you to The UPS Store and Doner for being wonderful collaborators, for trusting me, and ultimately for allowing me to make something I’m truly proud of.”
The campaign is now live in movie theatres nationally and with select high-profile placements on network and cable TV.
