Coles celebrates the joyful moments of Christmas in new campaign via DDB Australia
As travel restrictions ease and families and friends prepare to reunite at the most special time of year, Coles has launched its joyful Christmas campaign for 2021, developed by DDB Australia, which recreates Australia’s love of entertaining and celebrates ‘Value the Australian Way’ by drawing upon the heritage of Coles, the different roles food plays in Australians lives and importantly what Australians’ value.
Coles chief marketing officer Lisa Ronson said it’s really important to look at how customers are feeling after more than a year of being separated from loved ones during lockdowns in some parts of Australia: “This year’s campaign reflects that customers are looking for something truly special to celebrate.
“Coles has been working for more than a year to ensure our customers will have a joyful Christmas with loved ones, many of whom they will be reuniting with for the first time in months, or even years.
“This Christmas, and indeed all summer, we’ll be setting out to help Australians with great value and easy entertaining solutions. Our product teams have done an amazing job on building out the range this year, and this emotive Christmas campaign really brings this to life.
“We also know that sustainability is really important to our customers, which is why we are really proud about the launch of our Coles Christmas crackers that are 100% plastic free and recyclable.”
At the heart of the integrated campaign, shot by Revolver director Stephen Carroll, is the classic Neil Diamond song ‘Beautiful Noise’, which has been reimagined by Aussie artist Emily Soon and will be released nationally as a single.
The scenes show Australians who need a release and are excited to come together. Whether it’s finally reconnecting with mates, or dealing with a last-minute change in restrictions, in true Aussie spirit, they will make the most of Christmas and find joy and laughter in whatever they do.
The ad also highlights the work of amazing Australians supporting their communities, including healthcare workers, food rescue organisations and home delivery drivers helping millions of Australians now choosing to shop online.
DDB Australia managing director of strategy and growth Leif Stromnes said his team is proud to be part of telling the Australian Christmas story: “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.”
This year Coles undertook its biggest ever pre-Christmas survey to understand what Australians value most this Christmas, how they are feeling right now and what they are looking forward to.
According to almost 7,500 Australians surveyed:
• The majority of Australians are most looking forward to the togetherness at Christmas (59%). This is strong amongst all age groups but particularly those aged over 65 (65%).
• Fifty percent of people do not intend to travel at all, while 19% plan to travel locally, 7% have plans to travel interstate, 4% have family/friends travelling to them and just 1% plan to travel overseas.
• While 37% say not much has changed, 26% of people feel more grateful this year. Those aged 18-34 year in particular feel they have had more positive changes in their lifestyle (34%), home environment (26%) and relationships (26%).
• The majority of people are feeling more grateful for their family (85%) and friends (60%).
• Home is where the majority of Australians want to be this Christmas. Just over half want to spend Christmas indoors with family and friends, while 41% plan to spend Christmas outdoors, like the backyard. 3% plan to spend Christmas at a restaurant.
• Just over a quarter of respondents (27%) will be catching up with friends and family virtually while 20% are unsure as yet. The majority don’t plan to (53%).
• Food is the main focus of Christmas Day with 64% of respondents saying it’s their favourite part of the day. Kids having fun (41%) and cooking for friends and family (35%) are favourites as well.
• Traditional Christmas carols and jingles are the main types of music (48%) listened to, particularly for those aged over 65 (60%). This is followed by Michael Buble’s “Have yourself a merry little Christmas” (32%), Mariah Carey’s “All I want for Christmas” (29%) and Wham’s “Last Christmas” (22%). The 18-34 year old group is much more likely to listen to Mariah Carey at Christmas (40%).
• The majority (60%) of Australians will have lunch as the main meal on Christmas Day, 44% will have Christmas dinner and 30% also have Christmas breakfast.
• Just over half of Australians say Christmas ham is their favourite Christmas product from Coles, followed by chocolates and confectionary (39%) and prawns (37%). Those aged over 65 are much more likely to prefer the ham (60%), pudding (35%) and fruit mince pies (34%), while the 18-34 year old group are more likely to say that Pavlova (37%) and chocolates and confectionary (47%) are their favourite.
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 Group Marketing & 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
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
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 Hayden
Song: Beautiful Noise written by Neil Diamond and performed by Emily Soon
Music Supervision: Level Two Music
Publisher: Universal Music Publishing Group
42 Comments
DDB did it first last week https://youtu.be/I-hKMqFLxU4
realising there’s going to be 500 ads that all look the same this year.
You can literally swap out the end logo of these yearly wallpaper Christmas ads and they’d still make about as much sense.
Coles, Woolies, Australia Post, some Telco; they’re literally all the same.
Everyone is laughing like a maniac in this spot.
why is purple hair laughing? doesn’t she already know she has purple hair? would bet my salary client said on set “we don’t want it to seem like he’s laughing AT her” .. so now she’s laughing the laugh of the truly alone.
Pretty good advertisement. It sends the warm fuzzy feeling but doesn’t recognise faith/Christ which I think is appropriate.
DOG WITH PURPLE HAIR!!!! HAHAHAHAHAHAHAH
As much as the agencies who produce these generic spots should take responsibility, so should the clients. We need to do better as an industry.
What’s so funny?
I miss the discipline of Wesfarmers and the ‘we actually get Australians and advertising’ of BigRed…
I heard ‘Down Down’ on a Coles radio ad the other day, and hoped that meant it was coming back.
But no such luck.
(Not and never have been a BigRed employee.)
Three years from now, The Monkeys will resurrect Down, Down and starting winning Effies with it.
Till then.
2021 was a joke.
Is that the idea?
Where is the idea? Why are people laughing? It feels like
coles is the joke. That survey is also a joke. ‘People want to spend time with family and friends at Christmas’ ya think?
I wanted to like it…. I really did….But I don’t.
It’s boring and entirely forgettable.
It’s just another bland piece of wallpaper from Coles Marketing with a less than uplifting music track. Visually it’s like a steal-a-matic of everyone else’s Xmas spots mixed with some old Coles footage from Xmases past.
Won’t move the sales needle one millimetre for Coles.
Lazy, lazy, lazy. From both Coles and DDB.
Seriously Coles…lift. And show some marketing leadership.
“After 2021, everyone needs a laugh”
Montage of ‘relatable, ethnically diverse Aussie moments’ + famous song (covered if you’re feeling spicy) + slap a generic tagline on the end = Nice looking but creatively empty work.
Example see: Westpac, Coles, Kmart, Maccas.
Watch this ad on mute.
It’s ridiculous
except for when it’s Coles. Then it’s expected.
I’m so tired of this sort of ad… absolute rubbish with zero creativity. Nothing memorable, insightful or enjoyable about it. Totally forgettable. Let’s move on. Whoever wrote, approved or made this rubbish needs a wake up call.
but why are all our ads so diverse? what’s the reasoning for it? it doesn’t seem organic
Coles used to understand it was a challenger brand with a DNA of Coles Variety Stores, The Coles Caf and it’s Collingwood heritage. The advertising was irreverent, funny, engaging, uplifting, irritating but unmistakable with a clear personality. It drove sales and motivated the staff and customer alike.
The challenge / opportunity was to evolve this to stay fresh and relevant but keep that DNA and provide a clear vision and point of difference to the much larger competitor.
This fails on every level.
Could be a bank, telco or the opposition.
Curtis is an afterthought and nothing relates to the tag line of Value the Australia Way, which looks like a strategic intent, not a consumer proposition.
They have some extraordinary brand creative assets- unfortunately all being ignored.
year for shutterstock.
DDB laughing all the way to the bank.
I have watched it five times and I still fail to recognise the song in the TVC as Beautiful Noise.
How much did they pay for it,only to so badly f@&$ it up.
It’s a celebratory and uplifting classic.
Sadly this version delivers on neither.
Totally agree. Why pay for something and not use it?
Opportunity lost.
I can’t work out if DDB should be ashamed or applauded…. running the same tripe across Maccas, Kmart, Coles…. moody cover of a popular track, vignettes of nothingness and ticking the box on diverse casting. And what is with the 2020 references… elbow bumping, toilet paper as a present…. B roll from last year’s snoozefest? And Coles?!?!?! Seriously?!?!? Strike three for brand campaign work, surely…. Watching a strong brand die so horribly is painful.
Is that what the research gets you?
‘people will be spending xmas at home’
‘people will be listening to xmas carols on Xmas day’
???
Fmd
Sorry can’t talk….have to rush to Coles after seeing this.
Seriously what bullshit. Who on earth recommends and approves this shite. Coles obviously have too much money to spend.
This is so appalling. There is not ‘ONE’ ounce of creativity in this lavish overdone production.
Shame on you DDB and Coles.
I wrote a comment on here yesterday about the ridiculous overuse of the word ‘Australia’ in the first sentence, but you refused to publish it?
Was my comment somehow offensive or derogatory? Or are you a proud Australian who accepts no criticism of lazy, jingoistic press releases?
Careful m8, you’re beginning to sound unAustralian.
..and give Ted a call.
He’ll sort it out this mess for you.
This ad has completely ruined a great song. It is unrecognisable.
From Big Red stop commenting please?
DDB are better than this.I can only think that this is what the client demanded.
They are a very big client with a big name CMO and they get what they want.
Sadly, these days that’s advertising the Australian way
who can’t take criticism stop commenting please.
…yet so little insight. It’s actually incredible how spending this much money can get you this kind of work. Sure, it’s not “wrong”. But it’s an incredibly inefficient use of what should be a hugely impactful media buy. Instead of contributing to the DDB pile-on, I reckon as an industry we’d be better off putting the pressure on so-called marketing leaders like Coles. They must do better. And not just the “let your creative agency do actual creative work” kind of better (although that would be nice), but better research that fuels better briefs.
This and the Coles footy spot from a few months ago are absolute stinkers.
Pedestrian marketing at its best. I’m embarrassed for Coles. Who approved this? Time to rethink the leadership team.
The AFL finals series film,the sustainability extravaganza and now this.
None of them deliver on emotion.
There is no connection to the relatively new platform.the only thing the campaigns have in common is the huge budgets thrown at both the production and the music tracks-none of which are recognisable.
Something somewhere in the marketing/communication mix needs to be refreshed.
Looks like the result of a politically correct stock image search. Why even film this at all? In fact, stock would probably have been better. The whole diversity thing just looks fake and forced.
I’d be embarrassed to put this ad against my name or my brand, or now even to shop at Coles, which for me is now pretty inconvenient because I literally live on top of one… Embarrassed… EMBARRASSED!
Hey DDB- C’mon, just between me and you, you don’t have to announce it to everyone else, but deep down, you’re kind of embarrassed right? If you’re not, you should be… Maybe leave this one off your “hype reel”.. Just sayin..
Whew! The comments tell me the professionals haven’t all lost the plot.
Saturation broadcast of this advert actually made us turn off the movie it was in.
It’s that annoying.
Please don’t release the dirge track as a single. Mangled, mournful, off tempo versions of classics aren’t clever anymore..
A beautiful noise this one is not…
I think I recognise an old family friend from many years ago in the lady with the purple hair would her first name be Lorraine ? Just would love to know if it’s her. Yes or no answer is fine don’t want to break any privacy rules.