Comet TV initiative emphasises lower prices in pre-Christmas burst

Comet is launching a pounds 5 million TV campaign this week to position itself as an ideal place to buy electrical goods for Christmas.

Comet is launching a pounds 5 million TV campaign this week to

position itself as an ideal place to buy electrical goods for

Christmas.



The aim of the six-week campaign through Saatchi & Saatchi is to

highlight the advantages of the Comet Price Index catalogue, which helps

to differentiate the brand from rival retailers.



The TV spot opens on a father dressed as Santa bringing presents into

his son’s bedroom. He spots a Comet Price Index next to his son’s bed -

his son has marked a Sony Playstation for Santa’s attention. The dad

then dashes off to Comet to buy the Playstation which his son opens the

following morning. The endline reads: ’Make someone happy this

Christmas. Come to Comet.’



The TV campaign, which will run on ITV, Channel 4 and selected satellite

and cable channels, will be supported by a radio and press campaign

closer to Christmas. All the ads will carry the line: ’gifts for

everyone.’



The commercial was written by Howard Fretton and art directed by Len

Coward.



It was directed by Paul Kenward through the Saatchis-owned Winkle Films.



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