Coles champions Great Value. Hands Down. in newly launched brand platform via Smith St.
Coles is doubling down on value, launching a new brand platform ‘Great Value. Hands Down.’ via Smith St., that puts the iconic Big Red Hand back at the centre of its value communications.
Coles’ role in providing affordable, quality products to Aussies has never been more important, amid inflation, interest rate hikes, and cost of living concerns.
Building on the Great Lengths platform which talks to the incredible quality on offer at Coles, Great Value. Hands Down. demonstrates a commitment to value. Coles is focusing on helping Australians not only eat better, but live better every day. The campaign brings that commitment to life, showcasing how Coles can offer great value in a multitude of ways to help customers manage their household budgets.
The launch campaign shows the Coles team expressing their excitement in all sorts of ways: tricks, flips, and even being shot out of a cannon to deliver Click&Collect orders straight to your car boot.
Says Bianca Mundy, head of brand and media, Coles: “Great Value. 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.
“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.”
Says Psembi Kinstan, group executive creative director, Smith St.: “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.”
Says James Cowie, group creative partner, Smith St.: “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 will roll out across TV, radio, OOH, and social. The new Great Value. Hands Down. platform will spotlight thousands of weekly specials.
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
Head of Content Production: Sonia McLaverty
Social Content Producer / Engagement Dir: 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
Smith St. Chief Client Officer: Piers Bebbington
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
49 Comments
What does the execution have to do with the idea of “hands down”? This is the 60″ equivalent of a starburst made out of fluorescent glitter.
Despite all these dancing big red hands, Coles still can’t hide the price gouging allegations in the midst of a cost of living crisis…
Here we gooooooooo
Health and Safety needs to look at this Ad.
The Coles marketing team are obviously nothing more than a colouring in department. This is embarrassing and pure tripe!!!??
What a display of profit washing.
Not the agency’s fault, but at the moment it’s a bit like working on Tony Abbott’s election campaign.
They want their ad back
Dancing isn’t an idea
The guy riding the big red hand like a mechanical bull was amusingly rude.
Perfect for the Coles Mardi Gras float.
coles not being a total shit show, what a result, credit to whoever made this
Bringing some comedy and production value back to Coles is a big new step. But bringing the hand back is going to be hated on this blog. I’m grabbing the popcorn and strapping myself in for some great commentary here.
What the actual F. They have completely lost it at Coles. Literally a shopping list of features and a dance montage, no idea at all. There is nothing good about this work.
They must be happy
Unfortunately Joe Public will probably lap it up. “Ooh! Shiny!”
Lucky the audience is Jo Public not Adland Wankers then, hey
Hard to make work like this with a client like that. Good stuff.
Guilty. I like it.
And his $10 family meals in 2023.
@hate it – how patronising and a great example of how the adversing industry is so up its own arse.
Well, I mean this IS gonna run in between episodes of Gogglebox and The Block…
Just WOW. And not in a good way.
…but hell, I like this. It could have been so cringe, but it knows what it is, accepts it, laughs at itself, and lands the message.
“Hands down” is a cracker too. Congrats.
finger guns
Big Red hands everywhere! Big Red alumni shining bright at Smith St@DDB
For this?
Value the Australian Way was a total shocker.
Down down. Big red hands.
Welcome back Coles.
You disappeared off into marketing nonsense for a while there.
Glad to see you came to your senses.
So, Coles fire the agency because they want fresh thinking…
Poached all the same creatives and account managers, pay them significantly more.
Then they make the same ad with a bigger production budget (no expenses spared)…
…Whoever at DDB convinced Coles to sign on and make the same ad for more deserves a massive pay rise.
Pure genius.
Coles marketing costs must be through the roof
Not sure where you got your information from but it’s 90% incorrect
Only value I see are record profits while people struggle to make ends meet. Coles can eat a bag.
Just looks like Coles are making too much money. So excessive and stupid.
Ted woulld be very upset by this ham fisted attempt
If only the ham was included
Didn’t they come out with an ad a month ago saying Coles was all about quality?
Pick a lane.
Pitch the business, decimate an agency in the process and then revive their old, infamously effective campaign. The price gouging is a whole other level of evil.
It is, indeed, ugly. Ugly.
I could not hate this more. No one is excited to do their grocery shopping at Coles, no one. Self indulgent creative rubbish that I bet cost millions. I’m going to Woollies.
Falls halfway between an ironic piss take and an all out cheese fest.
🙁
Respect to what the big T created and what not, but his work for Cole’s was a 80’s cheesefest that pandered to the lowest common denominator – a big media spend will make anything work.
The new Cole’s work has a bit of playfulness and sense of humour about it, and feels like an evolution of where Big Red was without losing the simplicity. I’d say that’s a win.
The original Down down was full cheese factor, but memorable and an ear worm that made it a success…
This is an absolute cringefest..
Spot on
To give you a sense of how the punters feel about the big red hand… https://www.youtube.com/watch?v=dm1rcCrUAN0
So over the top and so dumb…
Marketing @ Coles team deserve a trip to Cannes for this award winning work. Actually, on second thoughts, maybe an excursion to the loading bay at Coles Cairns is more reflective of their talent and class. At least they’ll be useful there!
It’s good.
He’d be turning in his grave…
If he was dead.
I remember being in an agency when the first ‘down down’ ad came out with that band of fossils from whatever era it was, and everyone crowded around a computer laughing at how bad it was.
This is a far cry from that stuff.
The Big Red Coles work wasn’t good. It was like a bad pantomime, or someone making ads for toddlers. But with that giant media spend, it was gonna work regardless.
Could this be any more tone deaf.