Last year, J.Walter Thompson Amsterdam and Plus Supermarkets created quite a stir with their Christmas family narrative that confronted the difficulties divorce can cause during holiday seasons. But this year? Well, this year’s deals with death. And it does so in such a surprising way your heart will get caught unawares and, if you are at all human, you will blubber.
You will also remember the ad as the most beautiful Christmas story you remember seeing. OK, that’s a personal opinion, but watch the ad before you disagree.
Bas Korsten, creative partner at J. Walter Thompson Amsterdam, noted, “All families have their tales and their traditions. And Christmas is an especially poignant time of the year to explore these stories. In this particular case, the hero of our narrative for PLUS Supermarkets is that old recipe book – connecting the generations and ensuring that the family recipes will never get lost or forgotten.”
Esmée Blom, Communication Manager at PLUS Supermarkets, added, “We are really proud of this new campaign. We strongly believe in the strategy we developed for PLUS some three years ago and the way in which we are executing it. We are aiming for the same success as last year’s campaign, which in terms of market share was our best Christmas ever.”
The campaign is underscored with a new version of Robbie Williams’ hit She’s the One, which was originally released twenty years ago this December. The track is performed by British recording artist, Frances, who was nominated for a BRIT in Critic’s Choice 2016. It was produced by Amp.Amsterdam.
Here is last year’s Christmas story:
Agency: J. Walter Thompson Amsterdam
Creative Partner: Bas Korsten
Creative Leads: Chris Sant & Dieuwer Bulthuis
Business Lead: Budi Gonzalez de Chaves
Senior concept producer: Charlene Thomas
Screen producer: Kiek Beljaars
Production Company: Pink Rabbit
Director: Ismael ten Heuvel
DOP: Martijn van Broekhuizen
Executive Producers: Mireille Lampe & Monique van Beckhoven
Producer: Floor Schroeijers
Editing: Martin Heijgelaar @ MRTN
Online & Special effects: Justin Baker & Daniël van der Kaaden @ Captcha!
Grading: Barry Clarke
Song: Frances – She’s The One (original song by Robbie Williams)
Music Supervision: Bart van Liemt & Jarl Hector
Sound: Jacco Lenstra @ Studio Alfred Klaassen
Client: PLUS Supermarkets
Manager Brand & Communication: Okke Wiarda
Marketing Manager: Esmée Blom
Campaign Manager: Marieke Lazeroms