You Shouldn't Have

Agency: McCann Worldgroup

"Not Tears of Joy"

"Wipe That Smile"

"Who's With Stupid"


Sometimes you’ll get a gift so great and so thoughtful, that the only response you can muster after opening it up are the words “You shouldn’t have”, as it feels almost wrong to have received something so special. But what if the gift you received was actually so awful that when you said, “You shouldn’t have”, you really meant, “You shouldn’t have”, as receiving nothing would’ve been better.

This simple twist of a well-known phrase is how we encouraged people to use the Wishlist functionality on and their app, in order to eliminate the risk and embarrassment of bad gift giving and ensure that you always get the gift you actually should have.

This professional campaign titled 'You Shouldn't Have' was published in Germany in August, 2022. It was created for the brand: Wish, by ad agency: McCann Worldgroup. This Audio medium campaign is related to the Retail Services industry and contains 3 media assets. It was submitted over 1 year ago.


Advertising Agency: McCann Worldgroup, Frankfurt, Germany
Production Company: Studio Funk / Produce Sound
Chief Creative Officer: Götz Ulmar
Executive Creative Director: Donovan Bryan
Creative Director: Marion Bryan
Art Director: Sunet Willemse
Copywriter: Jonathan Dennis

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