In the spirit of giving and the magic of the holiday season, The Salvation Army unveiled a heartwarming campaign featuring none other than the iconic country singer, Dolly Parton. The campaign, titled ‘Coach Dolly,’ premiered in October, setting the stage for Dolly Parton’s musical performance at the Dallas Cowboys Thanksgiving Day game. This grand event marked the kickoff of The Salvation Army’s 133rd Red Kettle Campaign.
The commercial opens in a bedazzled NFL locker room, where the legendary Dolly Parton assumes the role of “Coach Dolly.” Clad in her emblematic country-princess attire, she strums her guitar, surrounded by a group of Cowboys cheerleaders. The scene unfolds with Dolly on the phone with Coach Mike McCarthy, assuring him that, just as he takes care of the boys on the field, she is preparing for a halftime show that promises to be as glistening and captivating as she is.
For ‘Dolly’s Halftime Intro,’ Miss Parton introduces her performance while adorned in a bedazzled vintage Salvation Army uniform, standing amidst a magical, moonlit forest. In a heartfelt call to action, she urges viewers to contribute to the many wonderful causes supported by The Salvation Army during the holiday season. CBS then cuts to a live feed of Dolly, enchanting a sold-out crowd with her classic songs.
The campaign, orchestrated by LERMA/ and directed by Adam Littke of Camp Lucky, is a celebration of Dolly Parton’s philanthropy, performance prowess, and living legend status. According to LERMA/ Copywriter Brooke Boulter, “Every bit of this idea was inspired by who she is as a philanthropist, performer, and living legend.”
The uniqueness of the campaign lies in its ability to bring Dolly Parton’s bedazzled personality to life while contributing to The Salvation Army’s fundraising efforts. LERMA/ Associate Creative Director/Art Director Kirstin Mullins expressed excitement about the positive impact Dolly’s fundraising influence would have.
Adam Littke, the director behind the spot, embraced the challenge of representing Dolly Parton in a way that resonates with her character while adding a special uniqueness to the creative narrative. The result is a heartfelt and enchanting campaign that not only showcases Dolly Parton but also shines a light on The Salvation Army’s mission.
Behind the scenes, the post-production team at Camp Lucky, led by editor Elizabeth M. Stewart, worked tirelessly to shape the spots. The responsibility of reflecting Dolly Parton as the icon she is, while representing the organization’s mission, was a task met with enthusiasm and professionalism.
As the campaign unfolds, donations to The Salvation Army become more critical than ever. The organization, as the nation’s largest private provider of social services, strives to meet the increasing needs of millions of families living in poverty in the United States. This holiday season and beyond, The Salvation Army provides Christmas gifts, food, shelter, and assistance to those struggling, relying on the generosity of supporters.
In the spotlight of the holiday season, ‘Coach Dolly’ is not just a campaign; it’s a heartfelt performance for a noble cause, a reminder that the magic of giving can make a meaningful difference in the lives of those in need. The Salvation Army, Camp Lucky, and LERMA/ have crafted a campaign that resonates with the spirit of generosity and embodies the true essence of the holiday season.
