The Salvation Army Red Kettle Kickoff | Lainey Wilson 2025

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The Salvation Army partners with country music artist Lainey Wilson for their annual Red Kettle Kickoff halftime show announcement. The commercial features Wilson center stage in a metallic western aesthetic, flanked by the Dallas Cowboys cheerleaders to promote the upcoming seasonal collaboration. Produced by LERMA/ with PR support from Genuine Article, the live-action video utilizes warm ambient stage lighting to establish a performance atmosphere. The production serves as the official launch media for the organization's holiday fundraising initiative.