Ocado’s campaign film of a lively family gathering plays backwards. The film is beautifully shot but it’s the device that that captures attention. The backwards sequence was designed to “create a sense of nostalgia, as if the viewer were flicking through a photo album of personal memories”. Mostly, it makes the film stand out, draws people’s attention to key (emotive) moments, and allows Ocado to sit naturally as its conclusion. The film ends with a close-up of the Ocado truck delivering the goods for the party, and the idea that Ocado play an important part in life.
The film, directed by Love Song director, Louis McCourt, is set to bold Brit-pop track, Let Forever Be, by the Chemical Brothers, with vocals from Noel Gallagher. It aims to evoke memories of British summers gone by and perhaps be a timely reminder of Oasis’ upcoming tour.
The campaign, Life Delivered, positions Ocado as the bastion of reliability, “a trusted partner as its customers’ navigate the joyful ebbs and flows of modern life”. It was built from research that revealed the most important criteria for supermarket delivery is reliability (trumping value, premium-ness and convenience).
The initial UK launch on TV and in cinema will be followed by OOH and print as well as YouTube, Meta, radio and audio later this month.
Sarah Emerson, head of brand at Ocado Retail, commented, “Life Delivered has taken our promise of unbeatable choice, unrivalled service and reassuringly good value and turned it into a truly emotive comms platform. We know that our customers are spinning lots of plates and for many, Ocado plays a real role in reliably delivering what they need. We can’t wait to see it out in the world and look forward to seeing the response from customers.”
Lucy Jameson, co-founder of Uncommon Creative Studio, stated, “Ocado is a fantastic brand, which deserves to be far better known than it is. They came to us in a moment of change, and we’re so excited for the launch of this platform, which we believe will really connect with a wider audience. In a Britain which often feels broken, reliability is exactly what people crave. They need brands they can trust amidst the chaos of life and everything it throws at us.”
The media strategy, delivered by Havas Media UK, aims to bring Life Delivered to life by taking Ocado back to powerful brand-building media that dramatises Ocado’s role as a trusted constant in unpredictable and busy environments. The campaign kicks off with standout AV placements in culturally relevant, light-hearted programming such as Taskmaster, Britain’s Got Talent and Gogglebox.
Dan Holt, strategy partner, Havas Media UK, stated, “For an online-only supermarket, the challenge is being more physically and emotionally available. Our strategy brings human connection to every touchpoint experience, making Ocado feel closer.”
Credits:
Client: Ocado
Creative Studio: Uncommon
Production Company: Lovesong
Director: Louis McCourt
UK Managing Director & Executive Producer: Shirley O’Connor
Producer: Lee Groombridge
Production Manager: Patch Wadsworth
Production Assistant: Camilla Morris
DOP: Jasper Wolf
Production Designer: Arthur de Borman
Art Director: Tony Child
Food Stylist: Katie Giovanni
Costume Designer: Verity May Lane
Hair & Make-Up: Claire De-Graf
Editing: The Quarry
Editor: Paul Watts and Sam Jones
Edit Producer: Tor Adams
Assistant Editor: Henry Thackray
Post Production: Stray
VFX Lead Artist: Steve Miller
VFX Supervisor & CD: Dan Williams
EP: Misha Stanford-Harris
VFX Producer: Ellie Georgiou
Colour: Company 3
Colourist: Greg Fisher
Colour EP: Ellora Soret
Post Producer: Harry Watts, Marie Anestad
Colour Assists: Hugh Howlett, Jack Kennedy, Emma Hockley
Sound: King Lear
Sound Engineer: Jack Sedgwick & Ed Downham
Producer: Natalie Curran
Music Supervision: Colourbox Music
Music Supervisors: Sam Emery & Simon Astall
Track: Let Forever Be — Chemical Brothers
