Nostalgic campaign reignites the spirit of "Home Alone" with a reminder to families that “A Better What’s Next” begins with a conversation.

Home Instead, the world's leading provider of in-home care for older adults, today announced the debut of its newest campaign, “Home But Not Alone.” Timed to the 35^th anniversary of the iconic holiday film, “Home Alone,” the campaign reunites audiences with Macaulay Culkin as Kevin McCallister, trying to keep his mom safe at home but realizing that he can’t do it alone.

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Launching November 1, the spot builds on Home Instead’s “A Better What’s Next” campaign, showing how in-home care can bring joy, dignity, and independence to older adults. “Home But Not Alone” pays tribute to a holiday classic while touching on a universal truth: knowing when it’s time to get support for a loved one and beginning that important, sometimes difficult, conversation.

Directed by Jody Hill (The Righteous Gemstones), the campaign blends nostalgia, humor, and heart to spark meaningful conversations about the positive impact staying safely at home can have for aging parents. “Home But Not Alone” finds a grown-up Kevin worried about his mom living alone. His well-intentioned "solution"-- protective plastic wrapping everything in sight -- nods to the playful spirit of the film. Old Man Marley’s granddaughter makes a surprise appearance, carrying his shovel and his lesson forward: fear shouldn’t stop families from having the conversations that matter most.

"We wanted to tell this story authentically, recognizing that we all experience this moment with a loved one at some point," said Jody Hill, director of the Home But Not Alone spots. "It goes beyond holiday nostalgia to connect with Kevin McCallister years later – as he faces the same concerns many of us have as our parents age. It's real, it's funny, and it's deeply human."

The campaign's centerpiece is the 60-second Granddaughter Marley spot, supported by shorter spots including Groceries (:15), Your Turn (:06), and The Delivery (:06). Each piece honors both the original film and the real emotions families experience when considering care options. Creative partner FCB Chicago collaborated with Home Instead to bring this story to life, ensuring every detail connects authentically with audiences facing these very real family dynamics.

"When we think about the holidays, we think of families being together and watching classics like Home Alone," said Kim Atkinson, Chief Marketing Officer, Home Instead. "These times can also uncover when loved ones may need additional support to continue living independently at home. Starting the conversation about care can be difficult for both aging parents and their adult children, but it's the essential first step to ensuring connection and dignity. This campaign helps families take that step with compassion, humor, and hope."

The spots will air through January 11 during presentations of “Home Alone” and other special holiday programming, and during college football.

This holiday season, Home Instead is here to help families support their loved ones to stay safe, connected, and living independently and comfortably at home. Thanks to Home Instead Care Pros, families can worry less, knowing their loved one is cared for, and enjoy more time making meaningful holiday memories together. Discover more at homeinstead.com/home-but-not-alone.

About Honor Technology and Home Instead

Honor Technology’s mission is to change the way society cares for older adults. As a leader in aging care innovation, Honor provides the technology, tools, and services that empower older adults to live life on their own terms. In 2021, Honor acquired Home Instead, Inc., the world’s leading provider of home care for older adults. With a global franchise network and more than 100,000 Care Pros, Home Instead delivers over 60 million hours of personalized care annually. Together, Honor and Home Instead are setting a new standard for aging in place, backed by powerful technology, compassionate care, and a commitment to aging on your own terms.

Learn more at www.honorcare.com and www.homeinstead.com

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