Waitrose Launches Christmas Campaign 'Coming Home' Festive Advert
The epic journey of a robin is the focus of the new Waitrose
Christmas TV campaign, which aired for the first time on Sunday November 13th
during ITV's The X Factor Results.
The 90 second advert reflects the real-life migration of a
young Scandinavian robin on an eventful journey across mountains and seas.
When he finally reaches his home in a UK garden the robin is
reunited with his feathered companion to enjoy a festive treat - a Waitrose 1
mince pie - left for him by a young girl, who has eagerly awaited his annual
return.
The theme is the spirit of connection at the festive season
and the joy of welcoming guests, because - in the words of the endline - 'At
Christmas, there's nothing quite like Waitrose.'
The advert, which has been created by adam&eveDDB,
follows the supermarket's successful spring adverts, which centred around the
provenance of good food using innovative filming techniques to bring viewers
close to the sources of some of the items produced by Waitrose farmers and
growers around the UK.
Rupert Thomas, Waitrose Marketing Director says, 'Coming
home is a central theme at Christmas when welcoming, hosting and providing a
special meal for loved ones is at the heart of celebrations. Sharing the best
possible food and drink with family and friends is one of the great joys of the
festive period and we hope that the determination of our robin resonates with
viewers as they follow his journey back to where he belongs. It's a story of
love, courage and the importance of enjoyment with family and friends.'
The epic journey is matched by the equally epic soundtrack
by Icelandic composer Jóhann Jóhannsson, adapting his track 'Cambridge, 1963'
from his Oscar-nominated, Golden Globe-winning score for The Theory of
Everything.
Directed by Sam Brown through Rogue Films, with
post-production at The Mill, the lead role of the charming robin is played by a
fully CG bird. Every element of the story has been fact-checked by bird
experts, ensuring the story is as close to reality and factually correct as
possible.
Richard Brim, Executive Creative Director, adam&eveDDB,
says: 'We're really proud of this plucky little fella and his plight to get
home for Christmas. It's a warming story that speaks to the spirit of
togetherness in the festive season and the joy of just coming home. It feels
like a great way to wrap up a great year for Waitrose.'
A book telling the story of the advert will arrive in
branches and independent book shops from Monday 14th November.
The film will feature in cinemas (2D from 14 Nov and 3D in
December) while a game, developed by Manning Gottlieb OMD, will give social
media followers an interactive experience of the robin's journey home.
The appearance of a robin occurs throughout the rest of the
Christmas marketing activity at Waitrose, both in store and online. There will
be various robin-related products available in store to coincide with the
launch of the advert, including kitchenware, clothing, toys and gift wrap.
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