Coles 2021 Christmas ad taps ‘connection’ and ‘laughter’ following major survey
Coles has released its Christmas 2021 campaign via DDB Group Australia, building on its brand platform of ‘Value the Australian Way’.
Coles undertook a survey of 7,500 Australians, which ran from 25 October to 28 October, to examine the attitudes Australians have about the upcoming holiday season.
Coles’ chief marketing officer Lisa Ronson
Coles’ chief marketing officer Lisa Ronson told Mumbrella: “We came up with the very simple insight around connections and the role that laughter and food plays in that connection. We know that from our survey, that the majority of people are feeling really grateful for their family and friends. It was overwhelming, 85% are grateful for their family and 60% also of their friends. There’s this real desire to want to connect with family and friends this Christmas and have a laugh and share that love over food.”
According to the survey conducted by Coles, 64% named food as the main focus of Christmas Day, as well as a majority staying in for the meals with only 3% planning to spend Christmas in a restaurant. Just over half of the respondents wish to spend Christmas indoors with family and friends, while 41% plan to spend Christmas outdoors, such as in the backyard.
The 60-second spot begins with a picnic and people greeting each other by touching elbows, a COVID staple. There are also scenes of healthcare workers, a Christmas meal with people video-calling in, and Coles brand ambassador Curtis Stone makes an appearance as well. The spot ends with the line: “Here’s to the joy we’ve all been waiting for.”
Ronson commented: “Coming into last Christmas, we probably all thought that 2021 was going to be very different to how it played out. So, that emotion of connection and laughter is probably more critical this Christmas than what it has been in any other Christmas. With borders opening up and being able to see family and friends for the first time in, sometimes, eight, twelve or more months, if your family are overseas, that was really on people’s minds for this Christmas. It’s always there, but this year, [it’s] even more pronounced.”
DDB Australia managing director of strategy and growth, Leif Stromnes, added: “This campaign encapsulates the emotional release we’ve been waiting for this year. There’s nothing like laughing with friends and family and reconnecting over food. It felt right for Coles to be part of celebrating this moment with Australians.”
The advertisement uses a cover of Neil Diamond’s ‘Beautiful Noise’, sung by Australian artist Emily Soon, which Ronson called “perfect” for the spot.
“She’s just got such a beautiful voice,” said Ronson. “Wherever we can, and like we did in the very first ‘Value the Australian Way’ spot and what we did last Christmas, we try and support Australian artists as much as we possibly can.”
Stone, a long-serving ambassador of Coles, is featured in the advertisement, was called a wonderful brand ambassador by Ronson.
“He’s just so approachable, such a good human. The work he did for our charity partners, like SecondBite, behind the scenes, it’s just enormous. He’s such a big hearted person and we love working with him. He’s never difficult. He’s always eager to work with. I go to him for creative input and creative advice on different things.”
As part of Coles’ sustainability push, Coles Christmas crackers are 100% plastic free and recyclable.
The campaign will be on TV, social media, online video, cinema and out-of-home.
Credits:
Coles: Coles
CMO Lisa Ronson
General Manager – Brand, Digital & Design Samantha McLeod
General Manager – Media & Sponsorship Kate Bailey
Head of Brand, Content & Design Bianca Mundy
Head of Head of Grp Mkting Research & Insights Geoff Turner
Media Manager Sally Mann
Senior Marketing Manager Patrick Breen
Marketing Manager John Blaskett
Marketing Manager Tanya Beaumont
National Media and Communications Manager Martine Alpins
Production Company: Revolver
Director: Stephen Carroll
Producer: Alexandra Taussig
Cinematographer: Ross Giardina
Production Designer: Arabella Lockhart
Costume Stylist: Lou Spargo
Food Stylist: Jerrie-Joy
Post House: The Editors
Editor: Bernard Garry
Colourist: Fergus Rotherham
Online Artist: Soren Dyne
Producer: Grace Rouvray
Sound: Sonar Music
Sound Engineer: Timothy Bridge
Executive Producer: Sophie Haydon
Song: Beautiful Noise written by Neil Diamond and performed by Emily Soon
Music Supervision: Level Two Music
Publisher: Universal Music Publishing Group
Agency: DDB Group
Creative Lead Darren Spiller
Group ECD Psembi Kingstan
Tribal ECD David Jackson
Creative Director James Cowie
Snr Art Director Lisa Dupre
Snr Art Director Anne-Marie Kanes
Copywriter Dan Forrestal
Head of Integrated Content Renata Barbosa
Senior Producer Sam David Harris
Managing Partner Pippa O’Regan
Group Business Director Leah Williams
Business Manager Jake Tobias
Media: OMD
