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‘Ice’ Encourages Random Acts of Kindness

Watch the Christmas spot from Leo Burnett London for Co-operative Food

Tis the season of giving and, in Leo Burnett London’s new Christmas campaign for The Co-operative Food, the good food found at the Co-op is a catalyst for promoting goodwill.

In “Ice,” two young roommates are planning a party when they discover they have run out of ice. One of the two heads to the local Co-op to pick some up. On his way, as he slips and slides along the pavement, he passes an elderly neighbor who is attempting to leave his house to go shopping but ultimately decides the conditions are too treacherous. (In a wink and nod to U.K. figure-skating fans, the spot is set to the score of “Bolero.”)

In addition to the bag of ice, the young man picks up a bunch of holiday goodies — but they aren’t for him. Thanks to everything the store has to offer, the young man was able to perform a random act of kindness.

The spot’s tagline, “Discover a little more this Christmas,” highlights that there is a lot more to the Co-op than just the essentials. You can see the payoff in these two shorts that accompany “Ice.”