The return of the big red hand: Coles brings it back for new campaign via Smith St
Coles is doubling down on value, bringing back the iconic big red hand for its new platform, ‘Great Value, Hands Down’ via bespoke agency Smith St.
The new spot builds on the ‘Great Lengths’ platform which talks to the quality of Coles’ products.
The launch campaign showcases the Coles team expressing their excitement in all sorts of ways – tricks, flips, and even being shot out of a cannon to deliver a Click&Collect order. The soundtrack features a reimagined version of C+C Music Factory’s song Gonna Make You Sweat (Everybody Dance Now).
The big red hand debuted over a decade ago for the brand’s ‘Down Down’ platform, using Status Quo’s iconic 1974 song with the same title. In 2020, the brand celebrated the big red hand’s 10th year.
With cost of living concerns worsening, Coles’ campaign aims to champion its affordable, quality products.
Bianca Mundy, head of brand and media at Coles, said: “‘Great Values. Hands Down’ is designed to first and foremost re-educate Australians on what the big red hand means: the multitude of ways that Aussies can access value at Coles.
“It’s more than having ‘down down’ prices on things customers love – it’s also about great weekly specials, bonus points, money off your shop with flybuys, stable low-prices and quality staples, award-winning financial products, and access to free and easy services like Click&Collect,” she said.
“Armed with this platform, we’ll continue to find meaningful ways to help our customers manage their household budgets every day. We hope it will make it easier for customers to find all the ways Coles can make budgets stretch further – just look for the big red hand,” Mundy added.
Smith St’s executive creative director, Psembi Kinstan, said: “Coles has an incredible asset in the big red hand, which was catapulted into the world by the agency Big Red over 10 years ago. It’s still one of Australia’s most recognisable advertising icons.
“As we continue to showcase Coles’ unwavering enthusiasm, fun and cheekiness, it was only right to bring back the big red hand in a new contemporary way.”
Smith St’s creative partner, James Cowie, concluded: “Big red hand campaigns have always featured Coles team members looking excited in a pretty over-the-top way. We wanted to really own that excitement and take it to yet another level in a way that’s fun and self-aware.”
The campaign is rolling out across TV, OOH, radio and social, with the platform spotlighting thousands of weekly specials.
Credits:
Client: Coles
General Manager, Brand, Digital & Media - Kate Bailey
Head of Brand & Media – Bianca Mundy
Senior Marketing Manager, Brand – Patrick Breen
Senior Marketing Manager – Christopher Halicki
Marketing Manager – Brinley Ryder
Media Manager – Caitlyn Shiel
Senior Insights Manager – Alannah McColl
Customer Insights Manager – Phoebe Chapman
National Media & Communications Manager – Martine Alpins
Agency Smith St.
Lead Producer – Tony Le
Group Creative Partner – James Cowie
Senior Art Director – Becky Morriss
Creative Director – Cameron Trollope
Creative Director – Jessica Harold
Chief Operating Officer – Tristan Alexander
Design Director – Alex Pappos
Senior Designer – Courtney Guy
Social Content Creative – Charlotte Funnell
Social Creative - Pip Dolman
Social Creative - Gabrielle Sandel
Integrated Producer – Maysn Smith
Senior Designer – Courtney Guy
Digital Designer – Petar Zivkovic
Managing Partner - Katie Firth
Engagement Director - Jeremie Curzon
Social Content Producer / Engagement Director – Jessica Fletcher
Head of Planning – Matt Pearce
Social Strategist – Rosie Chong
Smith St. Chief Creative Officer – Stephen de Wolf
Smith St. Group Executive Creative Director – Psembi Kinstan
Production Company Revolver
Director – Matt Devine
MD /Co-Owner – Michael Ritchie
Executive Producer/Partner – Pip Smart
Senior Producer – Serena Paull
DOP – Crighton Bone
Production Designer – Enzo Iacano
Wardrobe – Olivia Simpson
Choreographer – Tracie Morley
Casting Citizen Jane
Editorial Arc Edit
Editor – Dan Lee
Senior Producer – Winnie O’Neil
VFX Heckler
Executive Creative Director – Jamie Watson
Flame Online – Julian Ford
Colourist – Ben Eagleton
Head of Production – Amy Jarman
3D – Philip Wang, Rachael Tedesco
Sound Bang Bang Studios
Sound Engineer – Sam Hopgood
Producer – Polly McGregor / Holli Dee
Music Composer – Electric Dreams
Music Licence – Level Two
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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That’s a return to much better work
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How about reducing prices and stop wasting money making stupid pointless song and dance ads. I see these ads and think “ look over here, not over there” what are you distracting us from?
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