HHCL focuses on price in new Iceland spots

HHCL & Partners has created a new series of price-led ads for Iceland that continue the irreverent tone set by its ’feel the deal’ campaign.

HHCL & Partners has created a new series of price-led ads for

Iceland that continue the irreverent tone set by its ’feel the deal’

campaign.



The six ads, which break on 30 January, are the first in a series of 60

that will air this year as the retailer enters the supermarket price

war. Thirty-five of the ads, which focus on the two-for-one deals

available at the supermarket, have already been shot.



The campaign introduces three sets of characters. One man claims he

rarely goes to supermarkets but has come to Iceland because he has heard

it has great deals. A second features three men dressed as penguins who

get over-excited about the deals.



The third features groups of customers who perform synchronised trolley

shimmies as they demonstrate how to get to the cheap deals

efficiently.



The voiceover is by the BBC commentator, Raymond Baxter, better known

for his commenting on state occasions. ’It’s amazing the lengths people

go to to get their hands on Iceland’s deals,’ Baxter says.



The campaign was written by Chas Bayfield, art directed by Jim Bolton,

and directed by Bayfield, Bolton and Ronnie West through The Mill. Media

planning and buying is through MediaCom TMB.



’A lot of supermarkets, when they sell at low prices, have a tendency to

patronise the consumer and suggest they are poor. Instead, with the

Iceland campaign, we have a celebration of deals,’ Bayfield said.



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