Description
Coles is helping Australians take the credit for Christmas dinner with “Take the Credit This Christmas,” an integrated campaign created by Smith St, a bespoke Omnicom Oceania agency. Built around the insight that people would rather spend time with family than hours in the kitchen, the campaign positions Coles’ Own Brand festive range as so delicious that guests will assume everything was made from scratch.
The hero film, set to Buster Poindexter’s mischievous version of “Zat You, Santa Claus,” follows Australians going to increasingly elaborate lengths to hide their festive shortcuts. From intercepting delivery drivers before they reach the front door to concealing packaging before guests arrive, the humorous scenarios celebrate the small thrill of getting away with a little culinary deception.
Rather than putting itself at the centre of the story, Coles takes a back seat, letting customers enjoy the glory of a successful Christmas feast. The campaign celebrates the quality and convenience of its Own Brand festive range, giving people more time to spend with the people who matter while still serving up an impressive spread.
The Christmas platform extends across paid, owned and earned channels, with creative tailored to different audiences, formats and moments throughout the festive period. By taking a lighter, more relatable approach than the traditional emotional Christmas advertisement, Coles and Smith St tap into the pleasure of finding an easier way to make the occasion feel special.
This professional campaign titled 'Take the Credit This Christmas' was published in Australia in November, 2026. It was created for the brand: Coles, by ad agency: Smith St. This Film medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted 36 minutes ago.
