Cathy Freeman stars in Coles Olympics ad

Liking!

The ad doesn’t do much for me.

Field of Coles

beautiful commercial, like it much better than their tacky ‘down down’ commercials. It would have been stronger if they used a youth (future Olympic potential) runner… the young girl appears to have been selected for her appearance rather than her running ability.

It’s a beautiful piece of work.
The contrast to their inexcusably, offensively stupid ‘down’ commercials, is stark.

Their marketing team can’t hide behind the “it’s for a different purpose” excuse either.
That would be like a serial wife-basher taking his victim out to a nice dinner once a year, before resuming his ugly practice.

So Coles, now that there’s no excuse – such as “sorry but our ad agency is totally inept, hence the down down ads’ – we can expect this standard in the future? No?

Agree with the other Pete, like it much more than those down down ads.

Love it. Made me tear up (ok, so I am a big softy)
Great work by everyone concerned.
Wish there was more advertising like it – clever & full of heart.

That’s what I love about the Olympics. All the Games and telecast sponsors come up with creative that pulls at our heart strings and make us feel proud to be Aussie. Without winning one single medal!

Bad continuity at 0:28 – she is shown running with her hands folded like a partially closed fist, and in the next shot her hands are straight out.

@ Mike

Why so down on the Down Down ads – they are effective ads which do the job nicely.

Don’t be so snotty about effective supermarket ads.

Are we watching the same ad? This doesn’t pull at heart strings at all. It’s nice, sure, but ’emotive’ is a big stretch. Watch the video of Cathy’s win in 2000 – that was emotive. This commercial is just…pleasant. But that’s all.

It’s like a bad copy of a master’s painting:

Clunky, obvious and utterly lacking in the filmmaking craft needed to create a genuine emotional reaction.

When did Cathy die ?

Brilliant scenery…. But I’m biased because that is where I grew up! That’s our farm! What a thrill to see the finished product !

Cole (marketing team) this makes it clear there is no brand strategy, meaning or tone of voice for the Coles brand. Nothing except cheap. All woolworths has to do is price match whilst promising ‘fresh’ and they win. I predict a very quick unravelling for Coles and its red hand

I think the beautiful music is by Ennio Morricone from a famous film: Is it 1900?

Does anyone know?

Thank you

Albie

what it is the backing music? anyone know? i think it was used in the film “once upon a time in america” too.
thanks in advance

Celin Dion sings it beautifully. “I knew I loved You” from “Once upon a time in America- a very violent movie about gangsters….
I have always put songs to adds and the relevance to the coles add with this choice is uhhhh interesting?
Loved the comment from Gj- did Cathy die?

Utube to see Celin Dion singing it or you can hear the orchestra track looking for the movie title

Somebody give ghost Cathy some ghost chips!

thank you for identifying the music. It’s been driving me mad … you know, when you know you ought to know something but you can’t quite grasp it. The odd thing is that I’ve never seen that movie.
I like the add and I’m afraid I got teary in it.

The girl runs like a duck which somewhat ruins the ad for me.

Pretty good Commercial for the Olympic sponsorship theme (made even better by the brilliant decision not to have Cathy speak at any point in the commercial).

Music is: “Deborah’s Theme” By Ennio Morricone from: Once Upon A Time In America.”

Anyone studying marketing, should read Red Hand Cynic’s comment above and file it under “get a clue”.

I think the Coles ad for the Olympics is cool and i also think it’s good to see that girl running in the fields dreaming of running in the Olympics for Australia is awesome and i hope she makes it to the Olympics one day and i thank Coles for supporting Olympic dreams

thank you BC. much appreciated.

run as fast as you can, one day you will be a supermarket ambassador !

Gj’s comment is a gold medal winner. Personally that ad gets 3/10 for me. Uninspiring and although aesthetically pleasing, i found the whole ‘ghost of Cathy’ a little strange.

Once Upon a Time in America is one of my all time favourite films- isn’t it ironic Coles are using the theme music from a film with America in its title by an Italian composer to announce they are proudly Australian?

I was waiting for Cathy to pull out a big red hand and wave it around like an idiot.

Ghost chip…brilliant.

This is just a bit meh to me. Woolworths will always be the best supermarket in Australia in my opinion, basically as Coles ‘supermarkets’ just look and act like big convenience stores. It’s a nice idea and it will inspire some people, but its all a bit too try-hard.

i know that girl lol

Who is the young runner?
Is she a junior athlete or just some actress?

Great ad – very emotive and succeeds at inspiring. Oh, and I think the “down, down” campaign finally using Status Quo is brilliant. I actually want to listen rather than reaching for the mute button. Same with the Olympic ad because the music is so nice.

Please tell us, is the girl an up and coming runner or an actor?
Oh, love the ad. Got all teary the first time we saw it.

Beautiful ad. Up there with the anzac “No, thank you” The you girl was chosen to look like a young Cathy and Cathy is Cathy as she is today, no frills, no airbrush, a true blue Australian..so proud of you Cathy.

Anybody else a bit unsettled about the line “Coles are…” as opposed to “Coles is…”?

It didn’t need the “ghost” of Cathy, it makes it weird especially with the halo lighting… It’s just like 100 scenes from movies when a vision of a dead person appears… It’s a great ad up till that point and if it had ended with the commentary and the bottle on the finish line it would have been near perfect but they over cooked it, it’s a 6 from me….

YES – the music is from ONCE UPON A TIME IN AMERICA by Ennio Morricone – it is rich and haunting. it works perfectly in the ad – has sadness at the same time gives hope.

Great movie, main character living a life of regrets and devastated when he discovers he has been betrayed.

Yeah that score is off the film “Once upon a time in America” called Deborah’s Theme..I thought I heard it somewhere….However, I love the ad – it’s inspiring….

Great ad. I actually looked it up after seeing it on tv…

Unlike any other Coles ad I’ve seen, at least this one is relatively tasteful. Their previous ads have virtually stopped me shopping there, particularly since my local store persists in playing their crass jingles all the time! I don’t like Quo, Down Down is one of their worst tracks, and it’s a lie anyway. No supermarket puts all their prices down at the same time, they just have a succession of loss-leaders. This is all about perpetuating the myth that Coles and Woolies are in competition, whereas, in fact, they operate a cosy monopoly that keeps prices high.

I loved the add but within several airings I soon grew very sick of it as they seemed to put it on every 5 minutes!