The Co-op shoots for festive sentiment without the schmaltz in Christmas ad
In a bid to stand out from its retail-rivals, the Co-op has navigated the tricky task of creating a Christmas ad which inspires festive-sentiment but without the schmaltz consumers are beginning to tire of.
Running with the tagline ‘Discover a little more this Christmas’ the 60-second spot, entitled ‘Ice’, opens with two men preparing for a Christmas party when they realise they’ve run out of ice.
As one flatmate navigates the icy pavements to pick up a bag from the local Co-op, he spots an old man attempting to leave his house but sees him change his mind. After picking up the ice, he then decides to buy some extra food for his neighbour which he leaves at the old man’s door anonymously.
It plays out to Ravel’s ‘Bolero’, the song made famous by the ice skating duo Torvill & Dean.
The Leo Burnett-created film will be broadcast with one of two 10 second trails, featuring the old man and his wife enjoying this random act of kindness.
Amanda Jennings, marketing director at The Co-operative Food said: “Unlike our competitors, we believe our ad shows the real magic behind Christmas, and that for many people, it’s not glitz and glamour that matters, but kindness.
“We’re here to bring a little extra to the party and demonstrate we can add some Christmas merriment to the everyday shop. The advert encapsulates who we are as a retailer within communities, and shows some of the human truths that our stores see every day.”