Guinea pigs front push for Iceland net service

Iceland is continuing its off-beat advertising through HHCL & Partners with a new commercial acted out by guinea pigs.

Iceland is continuing its off-beat advertising through HHCL &

Partners with a new commercial acted out by guinea pigs.



The ad supports the supermarket chain’s position as a nationwide

internet retailer and aims to make mothers less nervous about using the

web for their shopping needs and thereby increase the number of

registrations for the service.



The ad shows a collection of female guinea pigs sitting in

mini-armchairs, drinking from mini-tea cups by the side of an idyllic

river, complete with birdsong.



They are all having a general gossip. One is trying to persuade ’Tina’

that shopping on the internet is easy. She says: ’Thousands shop at

Iceland on the internet each week, so you won’t feel like a guinea

pig.’



The others join in with comments such as ’It’s much easier than I

thought it would be’, ’you just log on and they’ll take you through it

step by step’ and ’they’ll deliver your groceries for free’.



The commercial ends with a personal computer set against a blue

background.



A guinea pig is on top of the monitor, which informs customers of

Iceland’s website address.



The campaign will run on national television and will be backed by

online ads on relevant sites. Media buying is through MediaCom TMB.



The ad was created by two former Campaign Faces to Watch, the art

director, Jo Webb, and the copywriter, Jayne Marar. It was directed by

Ed Bye through Jack Strong Films.



Richard Huntington, who works on the Iceland account at HHCL, said: ’A

lot of people think that only posh people are on the internet. We’re

trying to prove that it is for normal people and we’re trying to get

mums upstairs and on to their PCs.’



The retailer has been investing heavily in advertising. Last October it

launched the ’wake-up call’ campaign and in January it unveiled the

first of 60 ads to support Iceland’s low price offers.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).