Coles Christmas advert is wicked fun, and that energy is underscored perfectly by the soundtrack – Buster Poindexter’s mischievous take on Zat You, Santa Claus.  The campaign, Take the Credit This Christmas, created by Omnicom Oceania’s specialist, agency Smith St., invites Australians to steal the festive glory without the work – using Coles Own Brand festive range.

The campaign endorses Coles’ Own Brand festive range as being so delicious that customers will happily pass it off as their own. The full campaign creative is tailored to different audiences, channels and moments throughout the Christmas period, connecting brand storytelling with retail across paid, owned and earned channels.

Kate Bailey, general manager brand & marketing, Coles, stated, “At Christmas, people want to spend less time stressing in the kitchen and more time with the people who matter most. Our Own Brand festive range helps make that possible, delivering quality and convenience without compromise. We love that this campaign celebrates those little moments of festive ingenuity that so many Australians can relate to.”

Giles Watson, executive creative director, Smith St, added, “There’s a special kind of joy in getting away with something. A cheeky, smart little hack that makes you feel like an absolute winner. That’s the feeling we wanted to bottle, and Christmas is the perfect stage for it. Every year, brands compete to tell the warmest, emotional festive tale. We saw an opportunity to go in a different direction and create a campaign built on a more relatable truth. People love looking good, especially when they’ve found an easier way to do it.”

Credits:

Client: Coles
Chief Customer Experience Officer: Michael Courtney
General Manager Brand & Marketing: Kate Bailey
Head of Brand, Media and Content: Renee Barton
Senior Marketing Manager: Jessica Mitchell
Marketing Manager: Melissa Oliver

Agency: Smith St.

Production Company: FINCH
Director: Freddy Mandy
Managing Director: Corey Esse
Executive Producer: AnnaTara Clark-Sneddon
Producer: Jackie Adler
DOP: Jeremy Rouse
Production Manager: Juliet Smith
Production Designer: Lucinda Thomson
Food Stylist: Caroline Velik
Costume Designer: Sophie Knox
Casting Director: Megan D’Arcy @ Nick Hamon

Post-Production: ARC Melbourne
Editor: Lucas Baynes
Grade: Martin Greer
Online: Jamie Scott
Sound: Matt Thompson