The 5th Dorsets participated in Operation Overlord (the Normandy Campaign) as part of the 130th Infantry Brigade, 43rd Division. On 10 July 1944, during the opening of Operation Jupiter, the unit was ordered to capture Chateau de Fontaine, near Fontaine-Étoupefour. They successfully captured the chateau, and were then ordered to take a further objective. Coad personally reconnoitred the route across open country, despite heavy machine gun and mortar fire. The attack was launched and the objective taken, but it could not be held. Coad withdrew his two furthest forward companies and prepared the chateau as a defensive position. As a result of his leadership on this occasion Coad was awarded the Distinguished Service Order (DSO) on 19 October 1944. The citation concluded: