Thinking of our seniors seems to be a real theme this holiday season, with brands like John Lewis teaming up with Age U.K. and Germany's Edeka reminding us of what it is to be alone and elderly at Christmas time.
This spot, from U.K. supermarket The Co-op, is far more understated, but the message is similar -- and for once, it's nice to see a brand not laying it on quite so thick.
Directed by Park Pictures' Tom Tagholm ("Meet the Superhumans" and "Light in the Darkest Hours") for Leo Burnett London, the ad opens with two young guys who are planning a party but have run out of ice. One of them goes out to his local Co-op, slipping and sliding along icy streets (to the strains of Ravel's "Bolero," famous as the tune for the ice dance with which British skaters Torvill and Dean won an Olympic Gold medal in the 1980s). He also spots an elderly neighbor attempting to leave his house but afraid of the treacherous conditions.
As well as a bag of ice, he finds all kind of holiday goodies on offer in the store. But though he looks delighted, they aren't for him; instead, he drops a shopping bag anonymously at the neighbor's door. (Follow-up clips to the spot will show the neighbor and his wife enjoying this selfless act.)
Darren Keff and Phillip Meyler, the creative behind the campaign, said in a statement: "This was an opportunity to make a film that would tonally be very different to the other Christmas ads. A story that reflects the unique role Co-op plays in local life."