Coach Goes Tarantino with their Latest Holiday Spot by DROGA5


BY KENNETH RICHARD

Finally, an irreverent holiday spot has been produced on this side of the Atlantic, as Coach and creative agency Droga5 have teamed up to prove that naughty can indeed be nice.

While irrelevant holiday ads from the likes of Mulberry and Harvey Nichols are staples in the U.K., the U.S. has traditionally stayed . . . more traditional. However, one brave U.S. brand has decided to throw the first punch – literally – with Coach’s “#GiveCoachOrElse” campaign directed by Matt Aselton.

While many holiday spots have referenced the spirit of Wes Anderson, Coach has leaned toward the other iconic American director, Quentin Tarantino, with a riff on Kill Bill that ends with Father Christmas needing a drink. The spot opens with Santa relaxing on December 26th in his North Pole home to hear a knock on the door. After a glimpse of the sunglasses-wearing guest via a peephole, Santa opens the door to a woman who immediately kicks him in the face, sending him flying back into his home. It is pure Kill Bill and shockingly hysterical as she proceeds to casually step over him and enter a passcode to his hidden treasure trove of Coach Swagger bags. On her way out she notices a computer spreadsheet of those Naughty and Nice and proceeds to update her status to ‘Nice’ before strolling out, while Santa crawls his way to relax in an armchair.

The black bangs, black sunglasses, black gloves, and sound of confident clicking heels on the wooded floor are as much of the script as any dialog, letting the viewer know this is one naughty girl, who is nothing but nice to watch. The idea of an empowered anti-hero is one Tarantino has played with for most of his work and plays perfectly well with the American psyche as well as a fashionable brand like Coach.

Will the spot raise controversy due to America’s puritanical nature that may be bruised by watching Santa get bruised? Probably, but that’s part of the fun of it all. After all, it was an American named Calvin that first recognized the value of the little creative controversy and we all know how that worked out.

One thing that isn’t controversial is that “#GiveCoachOrElse” is breaking new ground and paving the way for more irreverent ads stateside, and that leaves us impressed.

Coach
Chief Executive Officer | Victor Luis
Executive Creative Director | Stuart Vevers
President, Global Marketing, Digital & Customer Experience | David Duplantis
Senior Vice President, Creative Services | Patti Day
Vice President, Global Marketing | Tom Jarrold

Agency | Droga5 NY
Creative Chairman | David Droga
Chief Creative Officer | Ted Royer
Creative Directors | Felix Richter, Alexander Nowak
Copywriter | Spencer LaVallee
Art Director | Jen Lu
Junior Art Director | Giulia Magaldi
Junior Copywriter | Frank Garcia
Chief Creation Officer | Sally-Ann Dale
Head of Broadcast Production | Ben Davies
Broadcast Producer | Bill Berg
Head of Strategy | Chet Gulland
Strategy Director | Will Davie
Junior Brand Strategist | Quinn Morrissey
Chief Operations Officer | Susie Nam
Group Account Director | Steven Panariello
Account Manager | Belle Bonar
Project Manager | Dean Farella

Production Company | Arts & Sciences
Director | Matt Aselton
DOP | Corey Walter
Managing Director/Partner | Mal Ward
Executive Producer/Partner | Marc Marrie
Producer | Zoe Odlum

Editorial | Arcade Edit
Editor | Jeff Ferruzzo
Assistant Editor | Chris Angel
Executive Producer | Sila Soyer
Producer | Gavin Carroll

Post Production | Arcade Edit
Flame | Tristian Wake
Producer | Gavin Carroll

Color | Company 3
Senior Colorist | Tom Poole

Sound | Sonic Union
Mixer | David Papa
Producer | Pat Sullivan


9.5IMPRESSION REVIEW SCORE