Coles Ode to Unsung Olympics Volunteers

Australian supermarket chain Coles has launched a tribute to the mothers who support their children in sports throughout the country, connecting Olympics sports of gymnastics, athletics, rowing and sailing. The TV ad shows mothers transporting, feeding and cheering on their children on the rivers, pools, gyms, tracks and the beaches. Coles thanks these unsung heroes for their lost sleep, patience, tears hope and perseverance help our kids become something better.

Coles Rowing Mums


Filming was shot by director Paul Goldman via Exit Films.

Music for the Coles ad is an instrumental section of “Breathe Me” by Australian Sia Furler.

Filed under: Coles, Commercials, Olympics

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  • Adam

    I guess fathers can’t be heroes because they’re not the target demo. It’s a little sickening.