Woolworths has fired its first pre-Christmas advertising salvo with a
pledge to match the toy prices of rival retailers.
Bates Dorland has produced a pounds 1 million campaign that will break
nationally this week as part of Woolworths’ bid to claim the high ground
in terms of unbeatable prices.
The message is being hammered home in two 30-second commercials that
will top and tail commercial breaks and mark the start of Woolworths’
In the first film, Graham Crowden, a star of the TV comedy series,
Waiting for God, plays a storyteller who tries to convince a group of
sceptical children about Woolworths’ price promise.
The second film shows the same children, who are now convinced that they
have been told the truth, making their purchases.
The films were written by Chips Hardy and Paul Diver, art directed by
Lee Goulding and Al Morrice and directed by Rupert Sanders through Tony
Carole Butler, the Woolworths board account director at Dorlands, said:
‘If you’re going to make a credible price pledge you have to start
early. It’s no good introducing it the month before Christmas.’
Woolworths’ promise to refund the difference on toys that have been
bought for less elsewhere was introduced as a central plank of its pre-
Christmas advertising last year. The aim was to build consumer
confidence in the run-up to the festive season.
This year, the retailer is expected to continue its tactic of blitzing
TV screens with a lot of short films rather than major blockbusters.