Alien shopper visits Woolworths

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.

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

he sees.



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

Keith.



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

breathe air.



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

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