Macaulay Culkin Reunites in New Home Instead Holiday Campaign

ATLANTA, Ga. — Home Instead has launched a new campaign called “Home But Not Alone,” featuring Macaulay Culkin reprising his iconic role as Kevin McCallister from the classic holiday film “Home Alone.” The campaign debuted on November 1, coinciding with the movie’s 35th anniversary.

The initiative aims to highlight the importance of in-home care for older adults. It emphasizes the joy, dignity, and independence that can be fostered for seniors living at home. Jody Hill, director of the campaign and known for his work on “The Righteous Gemstones,” explained, “We wanted to tell this story authentically, recognizing that we all experience this moment with a loved one at some point.”

The campaign builds on Home Instead’s previous initiative, “A Better What’s Next,” which focuses on the positive impacts of aging in place. Hill’s creation blends nostalgia, humor, and heartfelt messages to encourage families to have important conversations about the care needs of aging parents.

Kim Atkinson, Chief Marketing Officer of Home Instead, noted, “These times can also uncover when loved ones may need additional support to continue living independently at home.”

The centerpiece of the campaign is a 60-second commercial, which is supported by shorter clips such as “Groceries,” “Your Turn,” and “The Delivery.” The ads are scheduled to air through January 11 during broadcasts of “Home Alone” and other holiday specials.