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.


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


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