Is ‘Ice’ Xmas campaign too Leo Burnett for the Co-op?

Overlooked this one in the Christmas rush but ‘Ice’ is a pretty brave effort from the Co-op and Leo Burnett, with a multicultural protagonist, un-festive setting and downbeat ‘sharing with others’ finish.

Maybe too brave for the Co-op which is, apparently, reviewing its creative account.

It’s very Leo Burnett, London branch: tasteful, classy, a bit gritty and never even tempted to shout.

MAA creative scale: 8.