The Co-op has become the last major grocer to launch its Christmas ad as it bids to hammer home its role within communities across the UK.
The 60-second commercial, which urges shoppers to surprise someone with a random act of kindness, features a young man and his housemate preparing to host a festive party.
When they realise they have no ice in the freezer, the man braves the frozen pavements to venture to the Co-op and spots an elderly neighbour deciding not to leave his house because of the slippery conditions.
After picking up the bag of ice he needed, the young man then has a thought and decides to pick up some festive treats for the pensioner, before leaving the packed Co-op bag on his doorstep anonymously and ringing the doorbell.
The advert, which is set to Ravel’s Bolero – the track made famous by Torvill and Dean’s gold medal-winning ice skating performance at the Winter Olympics – ends with the tagline ‘Discover a little more this Christmas.’
It will be screened for the first time on ITV tonight alongside shorter 30- and 10-second clips during I’m a Celebrity…Get Me Out of Here!
Co-operative Food marketing director Amanda Jennings said: “We’re thrilled to be launching our Christmas TV advert today at this crucial trading time and we hope that shoppers resonate with the good-spirited nature of the adverts.
“The advert encapsulates who we are as a retailer within communities, and shows some of the human truths that our stores see every day”
Amanda Jennings, Co-operative Food
“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.”
Darren Keff, from Leo Burnett London, the agency behind the advert, added: “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 the Co-op plays in local life.”