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
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
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.