Camp Lucky Director Adam Littke directs The Salvation Army Coach Dolly

The Salvation Army’s spots, ‘Coach Dolly’ and ‘Lead In Video,’ via agency LERMA/ and directed by Adam Littke of Camp Lucky, star the iconic country singer Dolly Parton. The commercial premiered in October announcing that Dolly Parton would be the musical performer at the Dallas Cowboys Thanksgiving Day game that kicked off The Salvation Army’s 133rd Red Kettle Campaign.

The commercial opens on a bedazzled NFL locker room where a “Coach” Dolly riffs on her guitar clad in her emblematic country-princess attire to a group of Cowboys cheerleaders. The scene shows Parton on the phone with Coach Mike McCarthy, assuring him that as he takes care of the boys on the field, she takes care of prepping for a halftime show that promises to be just as glistening and captivating as she is.

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