Woolworths launches Christmas TV ad push

By JOHN TYLEE, campaignlive.co.uk, Friday, 05 November 1999 12:00AM

Woolworths is setting out its Christmas stall with TV advertising that gives its recently developed ’don’t forget’ campaign a festive theme.

Woolworths is setting out its Christmas stall with TV advertising

that gives its recently developed ’don’t forget’ campaign a festive

theme.



Bates UK has produced a pair of 60-second commercials that weave the

’don’t forget’ idea into the familiar ’Woolies Winter Wonderland’

Christmas ads.



The campaign, part of a pounds 20 million annual ad programme, gives a

seasonal twist to a strategy begun in March to project Woolworths stores

as more than just places to buy sweets and CDs.



Jo Kenrick, the Woolworths brand communications controller, said:

’Woolworths has a long heritage of owning the magic and wonder of

Christmas on the high street underpinned by exceptional value. Our

Christmas campaign this year continues these traditions.’



The ad offensive, breaking nationally this week, is designed to

illustrate and reinforce Woolworths’ positioning as a magical Christmas

shop for all the family.



Each of the commercials develop the idea that the stores have so much to

choose from that shoppers risk forgetting what they went in to buy.



Framestore produced the special effects for both films which begin with

members of a family stepping off a dark and dismal high street and into

a Woolworths store to find themselves in a snow-covered fantasy

forest.



A light leads them to a clearing where they see a glowing tree. Above it

are balls of light representing the dreams of the children. The balls

zoom into their hands and turn into the presents they have been dreaming

of.



The ’don’t forget’ theme is reintroduced at the end of each film. In the

first, a father notices an aunt’s dangly earrings with balls on the end

and is reminded of the presents he intended but forgot to buy.



The commercials were written by Neil Pavitt, art directed by Andy Rott

and directed by Gregory Rood for the Paul Weiland Film Company. Media

buying is through Zenith Media.



This article was first published on campaignlive.co.uk

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