Australians Come Together to Find Joy in Coles Christmas Spot

As travel restrictions ease and families and friends prepare to reunite at the most special time of year, Coles has launched its joyful Christmas campaign for 2021 which recreates Australia’s love of entertaining and celebrates ‘Value the Australian Way’ by drawing upon the heritage of Coles, the different roles food plays in Australians lives and importantly what Australians’ value. 

Coles has undertaken its biggest ever pre-Christmas survey to understand what Australians value most this Christmas, how they are feeling right now and what they are looking forward to.

Coles chief marketing officer Lisa Ronson said it’s really important to look at how customers are feeling after more than a year of being separated from loved ones during lockdowns in some parts of Australia.

“This year’s campaign reflects that customers are looking for something truly special to celebrate,” Lisa said. “Coles has been working for more than a year to ensure our customers will have a joyful Christmas with loved ones, many of whom they will be reuniting with for the first time in months, or even years.

“This Christmas, and indeed all summer, we’ll be setting out to help Australians with great value and easy entertaining solutions. Our product teams have done an amazing job on building out the range this year, and this emotive Christmas campaign really brings this to life. 

“We also know that sustainability is really important to our customers, which is why we are really proud about the launch of our Coles Christmas crackers that are 100% plastic free and recyclable.”

At the heart of the integrated campaign, created by DDB Australia and shot by Stephen Carroll, is the classic Neil Diamond song ‘Beautiful Noise’, which has been reimagined by Aussie artist Emily Soon and will be released nationally as a single.

The scenes show Australians who need a release and are excited to come together. Whether it’s finally reconnecting with mates, or dealing with a last-minute change in restrictions, in true Aussie spirit, they will make the most of Christmas and find joy and laughter in whatever they do. 

The ad also highlights the work of amazing Australians supporting their communities, including healthcare workers, food rescue organisations and home delivery drivers helping millions of Australians now choosing to shop online. 

DDB Australia managing director of strategy and growth Leif Stromnes said his team is proud to be part of telling the Australian Christmas story.

“This campaign encapsulates the emotional release we’ve been waiting for this year. There’s nothing like laughing with friends and family and reconnecting over food. It felt right for Coles to be part of celebrating this moment with Australians,” Leif said.