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Co-op enlists mini Oasis wannabes to spread brotherly love and festive cheer

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we explore the Co-op’s Christmas ad, for which the supermarket has recruited a mini Liam and Noel Gallagher to spread brotherly love and festive cheer.

The Co-op is tugging on heartstrings this Christmas with a sweet tale of two young brothers who bring much-needed community cheer by singing Oasis anthem Round Are Way outside their local store.

The low-key Christmas 2020 TV ad debuted on YouTube, racking up over 6,000 views drawn by the duet performed by 12-year old Austin and his younger brother Roco, aged just six, who delight shoppers after finding the courage to perform in public.

Hammering home the importance of community at a time of crisis, the sentimental piece was created by Lucky Generals as a demonstration of the difference individuals can make by combining their talents.

Outlining the emotional appeal of children, family and overcoming shyness David Mannell, client partner at Lucky Generals, told The Drum: “We wanted kids around that age because we wanted the story of the dynamic - the handbrake effect of the younger brother always having to be around, and the older brother having to involve him.

“We also knew it was important for them to be real brothers, which I think played out in the rapport between them.“

Playing throughout December across traditional, digital and social channels, the heartwarming performance will show that kindness is the best response to times of strife – without mentioning Covid-19 by name.

Mandell added: “The Christmas ad is set in a world that needs a smile bringing to its face. It’s about little things bringing joy and optimism to local people in the community, almost in the face of the pandemic.“

By avoiding big crowds on set the producers have also created a more intimate and realistic atmosphere by reducing the scale and focus of the song to the two boys and occasional passers-by.

’Round Are Way’ follows an initial advert in mid-November which drew attention to the grocers pledge to double the amount of money it donates to the community under a revamped membership programme.

Both adverts are set in the same fictional community with a young girl in the previous ad taking a cameo role in the later spot.

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