Co-op acknowledges the power of hope in an otherwise horrendous year.
Based on a poem by spoken word artist Sarah Adedeji, the ad outlines the doubled trials and tribulations of this year, from "double shifts at double the speed" to "teaching double Francais while going double grey with double mouths to feed all day".
The ad also references bubbles and other social distancing guidelines, ending with the optimistic note: "Up is the only way we’ll build out of this rubble."
Co-op’s spot launched alongside print and out of home activity, with a second TV ad set to debut in December. It was directed by Tom Green through Stink. Media is handled by Dentsu Aegis.