The Swirl: September 11, 2017

We still have two more weeks until it’s officially fall, but let’s be real - you know summer is officially over when PSLs make a return. We don’t hate it. Monday mornings are always better with a little pumpkin spice. In this edition: wasted space, daddy daughter pix, and healthy cows.


Survivor Tree - What a single Callery pear tree became known as after surviving the attack on the World Trade Center on September 11, 2001 - 16 years ago today. The tree was plucked from the rubble and placed in the care of the New York City Department of Parks and Recreation for recovery and rehabilitation. The tree was returned to the Memorial in 2010. New, smooth limbs extended from the gnarled stumps, creating a visible demarcation between the tree’s past and present. Today, the tree stands as a living reminder of resilience, survival and rebirth.

For the tiny spaces...

SwirlNotes: Lowe’s is back in the social game. Their latest Instagram campaign leverages microvideos to showcase tiny space transformations. Because there’s no such thing as wasted space. We never thought nooks could look so good.


Tiny homes and tiny spaces have become huge lately, and we have to say Lowe’s is pretty smart to tap into this trend. It’s a perfect fit for their DIY reputation. Even more, they take full advantage of the vertical screen format. By leveraging Instagram’s visual nature, you can easily see how narrow spaces can be transformed with a smart hack. That’s what we call insta-worthy. They are simple, creative, and adorable. Who wouldn’t want to click through for more?

For all the back-to-school feels...

SwirlNotes: Grab a little tissue for this one. HP is pulling our heartstrings in their new 3-minute spot, which follows a middle school girl and her dad through the first day of 6th grade. What to expect: pencils and erasers neatly arranged, chocolate milk and a lunchbox, and wait for it… the sweetest plug for instant pictures and hanging lights. Dawww.


We’re used to school supplies and new wardrobes being the spotlight of the back to school scene. Been there, done that. But what we haven’t seen as much of is the sentimental play of both a father and a daughter during this time of change. Fresh starts and new beginnings are usually synonymous with back to school, but that’s not where HP took the core message for this spot. Instead, the brand leveraged the seasonality of ‘back to school’ to show the beauty in love and tradition using the HP Sprocket, a phone-sized printer that prints 2x3 photos from your smartphone. For a large majority of the video, the daughter doesn’t really show her dad much affection at all. Very 6th grade. However, at the end the brand seamlessly integrated the product into story and illustrated that the father-daughter connection was there all along. Sigh. We love happy endings.

For the animal lovers...

SwirlNotes: Organic Valley is out to prove they treat their cows better than the next milk guy. And for them, the proof isn’t in the pudding - but in the fitness trackers. Steps on steps on steps.


“All-natural,” “organic,” and “eco-friendly” are claims littered across food packaging and advertising, but we’ve got news for ya. That ain’t always true. Greenwashing is a very real thing, and it seems like everywhere you turn, another brand is trying to claim “clean.” Looks like Organic Valley is on a mission to cut out the fluff, and we love them for that. They demonstrate how they are the real deal in a simple, fun way AND without directly shaming anyone else. A nod to their authentic, no-frills story doesn’t hurt. Clean eating for the win.


Chipotle is getting a second prep line just for digital orders. This means you’ll get those app orders in 15 minutes, rather than 30. And their queso comes out tomorrow. Maybe we’ll all forget about E.Coli now.