Lowes ad for Tesco targets mothers-to-be

Lowe Howard-Spink this week launches its latest Tesco ’every little helps’ commercial, featuring a heavily pregnant Jane Horrocks joining the supermarket’s Clubcard scheme.

Lowe Howard-Spink this week launches its latest Tesco ’every little

helps’ commercial, featuring a heavily pregnant Jane Horrocks joining

the supermarket’s Clubcard scheme.



The 40-second film, entitled ’in the club’, plays on this double

entendre to emphasise the benefits of owning a Clubcard for a

mother-to-be. In addition, the film outlines other Clubcard schemes

designed for students, the over-60s and families.



In the commercial, Horrocks, who is pregnant in real life, is pestered

by her Tesco-mad mother, Dotty, played by Prunella Scales. The ad kicks

off with Dotty bursting into a pre-natal relaxation class where her

daughter and the other pregnant women are prostrate on the floor. Dotty

hitches up her skirt as she steps over the pregnant women. ’It’s like a

walk in the peak district,’ she complains.



Dotty wakes her daughter and insists that she must ’register’. Horrocks

replies that she has already been to the doctor and the hospital: ’Where

else do I need to go?’ ’Tesco,’ Dotty replies.



In the next scene, Dotty and Horrocks are in their local Tesco store

waiting to join the Clubcard scheme. Before Horrocks can answer the

assistant’s question about her health, her mother butts in: ’She’s a bit

tired. She should try to relax more.’ The voiceover says: ’Tesco

Clubcard.



Every little helps.’



’In the club’ was written by Phil Dearman and art director by David

Christensen at Lowes. It was directed by Mark Chapman through Tiger

Aspect. The film will air on national TV from 14 May for four weeks.

Media planning and buying is through Western International Media, Lowes’

media arm.