Agency: Fallon London
By JOHN TYLEE, campaignlive.co.uk, Friday, 27 June 1997 12:00AM
A comic book martian called Keith is the unlikely star of a new
summer TV campaign by Woolworths to show that the chain has appeal all
year round and not just at Christmas.
The company is putting about pounds 2 million behind the national
campaign which breaks this week and features the bewildered alien
rushing around the store, unable to believe the wide range of products
As he does so he sings the song, Abba Dabba, from an old Debbie Reynolds
movie called Two Weeks In Love.
The work, through Bates Dorland, is the first time Woolworths has used
computer-generated images in its advertising.
Passion Pictures, which is best known for its work on the feature film,
Who Framed Roger Rabbit?, worked around the clock for a month to produce
Using similar technology to that employed in Walt Disney’s Toy Story,
animators transformed Keith, complete with space suit and power pack
energy belt, from a pencil drawing into a three-dimensional image with a
green face, whose helmet magically disappears when he discovers he can
The inquisitive explorer from outer space is being used to encourage
infrequent shoppers - particularly mothers with young children - to
visit Woolworths more often throughout the year.
The commercial was written by Alan Morrice, art directed by Paul Diver
and directed by Ian McDonald for the Moving Picture Company. Media
buying is through Zenith.
Alan McWalter, the Woolworths marketing director, said the intention of
the ad was to emphasise the store’s broad range of products and show
that Woolworths understands people’s needs all year round.
This article was first published on campaignlive.co.uk