The Co-op is the latest U.K. food retailer to release its holiday ad this year, and its offering is in keeping with the brand's focus on community and giving.
The spot, by Lucky Generals, features two real-life brothers, Austin, aged 12, and Rocco, aged six, who decide to cheer up their neighborhood with a rendition of Oasis track "Round Are Way" with a guitar and a Santa hat, after hearing yet more depressing headlines on the news about how Christmas isn't going to be the same this year. They manage to raise some smiles from the local audience of shoppers on the gray and miserable-looking streets of their town -- even those wearing masks. (In case you're wondering, masks aren't mandatory outside in the U.K., and the ad was filmed in November adhering to production regulations, including the singing.)
According to Co-op, the campaign celebrates the idea that anyone can do their bit to help their local community. “It’s been a tough year and our Christmas advert aims to raise a smile and, maybe even bring a tear to the eye," stated Ali Jones, customer director at Co-op. I" love its simple and easy portrayal of how special moments can happen when family, community and goodwill come together. Qualities the Co-op represents and stands for every day.”
The spot was directed by Academy's Billy Boyd Cape, who added: "Our approach was to be the antidote to the bells and whistles of conventional Christmas advertising. Instead making something humble, human and relatable. The work came together for all of us when we discovered our two young leads - who put such big smiles on our faces, we knew they would for the rest of the country too."