We could all use some joy at the moment – so here’s a Covid-19 message that is bursting with it. The ad, actually a music video, is by Canadian agency, john st., for discount supermarket chain, no frills. It delivers all the Covid-19 warnings – stay 2 metres (or a grocery cart) apart, don’t overhandle produce, shop (or as no frills calls it, haul) only once a week, be patient in line, wash your hands and thank you, essential workers – but in a way that you can’t ignore and could only niggle you if you were a grinch. Importantly, its techno music video style appeals to younger audiences, who are more inclined to shrug off Covid-19 rules.   

The accompanying music video, A Cart Apart, can be viewed on YouTube and across no frills’ social media channels now and will be available for streaming in the coming days on Spotify and iHeartRadio.

And, to put the cherry on top of this wonderful campaign, each time A Cart Apart, is streamed or downloaded, no frills will donate $1 to the President’s Choice Children’s Charity (to a maximum of $50,000), helping to reach vulnerable children with food during COVID-19 closures across Canada.

Credits

Agency: john st.

Chief Creative Officer: Angus Tucker

Executive Creative Director: Cher Campbell

Associate Creative Directors: Robbie Percy & Caroline Friesen

Designer: Hannah Lee

Executive Producer: Brittani Wilcox

Photography Producer: Andrew LaGrave

Business Lead: Lindsay Day

Account Executive: Kelly Brennan

Chief Strategy Officer: Megan Towers

Senior Strategist: Jay Fleming

Audio House: SNDWRx

Creative Director: Didier Tovel

Music Composer, Sound Design & Mixing Engineer: Didier Tovel

Additional Sound Design: Alex Gluch

Executive Producer: Alison Lawee

Post Production: The Vanity 

VFX Artists: Sean Cochrane, Naveen Srivastava, Andrew Farlow & Kaelem Cahill

Executive Producer: Stephanie Pennington

Producer: Katie Methot

Photographer: James Michael Chiang

FUZE Producer: Nicole Gomez

Food Stylist: Claire Stubbs

Prop Stylist: Renee Drexler

Client: Loblaw Companies Limited

Brand: No Frills

SVP Marketing: Uwe Stueckmann

VP Marketing: Andy MacPherson

Director, Brand Marketing: Ashley McGill

Brand Manager: Naveet Nanwa

Director, External Communications: Aly Vitunski

PR Specialist: Jessica Gauci