- Ego Nwodim Tackles “Resting Gift Face” in New Scotch Brand Holiday Campaign
- A “polite expression a person makes when receiving a gift”
ST. PAUL, Minn. – Scotch Brand has partnered with actress and comedian Ego Nwodim for a new holiday marketing campaign that humorously confronts the disappointment of a poorly presented present.
The 3M-owned company announced the collaboration on Tuesday, December 2, introducing a campaign centered on the concept of “Resting Gift Face” (RGF).
What is a Resting Gift Face (RGF)
The brand defines this as the involuntary, polite expression a person makes when receiving a gift in a last-minute bag or unadorned shipping box.
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The campaign, launched for the 2025 holiday season, features Nwodim in a series of videos. The goal is to show how thoughtful gift wrapping, using products like Scotch Gift-Wrap Tape, can turn forced smiles into genuine moments of joy.
The company aims to encourage givers to put more effort into presentation to enhance the holiday experience.
According to a survey commissioned by the brand, the phenomenon is widespread, with over half of Americans admitting to using an RGF to hide disappointment over poorly wrapped gifts.
The campaign positions thoughtful wrapping as the antidote, with Nwodim demonstrating creative ways to present presents. “When a gift feels truly thoughtful, and the wrapping is just as special as what’s inside, it’s impossible not to smile,” Nwodim stated in the release.
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