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Courage and Nestl茅 Turtles Unveil a Festive Escape for the Holidays

17/12/2024
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天美棋牌 learns how Courage dreamt up the idea to turn holiday chaos into sweet solitude
As the holiday season descends, so too does the familiar frenzy of family gatherings, crowded malls, and a never-ending to do list. For many, it鈥檚 a time of celebration - but it is also a time when it鈥檚 easy to feel overwhelmed. Nestl茅 Turtles, with its nostalgic appeal, has long been a holiday favourite, and this year, the brand, in collaboration with Toronto-based ad agency Courage, is offering a sweet escape amid the chaos. Their latest campaign, a creative exploration of humour and heart, taps into the very essence of what it means to pause and savour a moment of peace during the holidays.



A Shell of Solitude Amidst Holiday Chaos


At the core of this campaign is an unexpected but brilliant metaphor: the Turtles Turtleneck. If we imagine, we can see it in our mind's eye: the frantic energy of a holiday dinner, where family members are debating politics, kids are fighting over dinner rolls, and your sister鈥檚 awkwardly navigating her relationship drama. Amidst all this familial drama, one overwhelmed holiday hero finds solace in an unlikely place - a chocolate turtle. 

But what really makes this commercial stand out is how the simple act of indulging in a piece of Nestl茅 Turtles chocolate can bring about a moment of calm, symbolised by the hero鈥檚 literal transformation into a turtle - his turtleneck expanding to form a shell of tranquillity.

This clever concept is the brainchild of Courage, an independent creative agency founded by Dhaval Bhatt and Joel Holtby. Courage鈥檚 mission is simple: to help people and brands find their courage. With the Turtles campaign, they鈥檝e certainly done that - by embracing both humour and nostalgia to create a deeply relatable message for the holiday season.


Tapping Into Collective Christmas Nostalgia


The creative direction behind the ad draws inspiration from classic Christmas films such as Home Alone and Christmas Vacation, capturing their frantic, yet beloved, holiday energy. Staples of the season, these films are known for their chaotic depictions of family gatherings, and that鈥檚 exactly the feeling the campaign wanted to channel.

鈥淲e wanted to capture that intensity, that feeling of everything happening at once - whether it鈥檚 the noise of family, the rush of last-minute gift-buying, or the stresses of holiday preparations,鈥 says Dhaval Bhatt, co-CCO. 鈥淏ut at the same time, we wanted to show how, in the midst of that craziness, there鈥檚 always room for a little calm. The Turtles Turtleneck is a fun, metaphorical way to show how that moment of peace feels: wrapping yourself up, finding refuge, and indulging in something that brings comfort.鈥

The commercial鈥檚 clever use of camera work, high-paced editing, and a visually dynamic style helps exaggerate the chaotic atmosphere. As the hero of the ad struggles to keep it together, the frantic pace builds until - just when he鈥檚 at his breaking point - he retreats into his own personal shell. The chocolate becomes the escape, and the turtleneck, which slowly unfurls around his neck, becomes a shield from the holiday madness.

鈥淲e wanted to create something visually compelling, something that felt relatable,鈥 adds Justin Abernethy, the director behind the campaign from Spy Films. 鈥淭he Turtles brand has this rich history of being tied to holiday moments, but we wanted to tell a story about why it鈥檚 so comforting. It鈥檚 not just about chocolate - it鈥檚 about taking a step back, slowing down, and giving yourself permission to take a breather.鈥


A Nod to Solitude and Connection


For Courage鈥檚 strategy director, Derek Mollenhauer, the campaign speaks to a deeper emotional truth about the holidays. While the season is about connection and togetherness, it鈥檚 also about carving out moments of solitude - something especially needed in Canada, where long winters heighten the desire for personal space.

鈥淲e all know that the holidays are about connection, but they can also be intense,鈥 Derek explains. 鈥淪ometimes, you need to take a moment for yourself. That鈥檚 where the insight came from: finding moments of escape, no matter how small, is universal. The Turtles Turtleneck represents that peaceful refuge - a light hearted, physical manifestation of what we all want when things get overwhelming.鈥

This year鈥檚 campaign builds on Turtles鈥 previous 'Slow Down the Holidays' message, which encouraged people to embrace a slower pace amid the hustle and bustle. The Turtleneck adds a playful, tangible symbol to that idea, transforming it into a memorable, shareable moment. The turtleneck, like a turtle鈥檚 shell, offers a way to retreat and recharge in the midst of holiday mayhem. 

And, in keeping with the tongue-in-cheek humour of the campaign, the Turtleneck isn鈥檛 just metaphorical - it鈥檚 an actual product that people can buy through the campaign website, .


The Final Cut: A Sweet Moment of Calm


鈥淲e love how the campaign turned out because it鈥檚 simple, but it鈥檚 also meaningful,鈥 says Joel Holtby, co-CCO. 鈥淚t鈥檚 not just a fun idea, it鈥檚 a reflection of what we all feel during the holidays. The Turtles Turtleneck captures that urge to retreat, and it does so in a way that鈥檚 unexpected and fun.鈥

As the holidays draw near, the Turtles Turtleneck campaign is a timely reminder that, amidst the craziness of the season, there鈥檚 always a moment to pause, breathe, and indulge in the simple pleasure of a chocolate treat. Whether you鈥檙e sneaking away for a quick bite of Turtles in a quiet corner or sharing the experience with loved ones, this ad reminds us that the best way to slow down the holidays is to escape into your shell, one bite at a time.

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