At the end of 2020, as the UK emerged from the first wave of COVID-19, Somerset West & Taunton Council faced a delicate challenge: encourage people to support local high streets again, but only if they felt safe and comfortable doing so.
The brief was intentionally open-ended. There was no hard sell and no appetite for pressure. Instead, the council wanted reassurance, warmth and choice; recognising that confidence levels varied widely at that point in the pandemic.
We developed a simple, presenter-led concept built around place, familiarity and calm reassurance. Filmed across Taunton, Minehead and Wellington, the presenter speaks directly to camera, gently reinforcing the idea that supporting local businesses could be done safely, and in ways that suited individuals — whether that meant visiting the high street or shopping from home.
COVID safety was treated honestly rather than ignored. Face coverings appear naturally where required, reinforcing trust and authenticity rather than distracting from the message.
The tone was deliberately upbeat and seasonal, supported by a subtle Christmas-themed music bed and the campaign line:
Shop Local. Shop Safe. Shop Happy.
The advert was written and directed by Advertising IQ and filmed with a minimal two-person crew — a creative choice driven by COVID restrictions, but also by experience. A single director working closely with a skilled camera operator allowed us to stay agile, unobtrusive and efficient, while still delivering high-quality broadcast-ready footage.
This lean approach kept costs down for the council at a time when budgets were under pressure, without compromising production values or creative intent.
Rather than pushing urgency or fear, the campaign focused on reassurance, local pride and personal choice, helping the council strike the right tone during an uncertain Christmas period.
It’s a good example of how effective local-authority advertising doesn’t always rely on big statements or complex messaging; sometimes it’s about clarity, sensitivity and knowing when not to over-sell.
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