NEWS: Bates travels back in time for Woolworths

Woolworths is taking a rose-tinted view of Christmas in new seasonal advertising which presents its stores as more than just places to find cheap stocking fillers.

Woolworths is taking a rose-tinted view of Christmas in new seasonal

advertising which presents its stores as more than just places to find

cheap stocking fillers.



The chain is upping its spend to almost pounds 4 million for this year’s

blitz through Bates Dorland in which a series of romanticised Christmas

card scenes spring to life under the theme of ‘Woolies’ winter

wonderland’.



A Victorian coaching scene, a fairy glade, a Norman Rockwell-style

child’s bedroom on Christmas Eve and a festive squirrel in a tree are

among the featured images.



The sentimentality is heightened by a specially arranged version of the

song, Walking in a Winter Wonderland, which forms the soundtrack of the

commercials.



Carole Butler, the Woolworths board account director at Dorlands, said:

‘Christmas can be a time of stress and family tensions. This advertising

is a taste of what we think Christmas used to be like and what we hope

it will be.’



Directed through Beechurst by Vadim Jean, the 50-, 40- and 30-second

films were written by Roland Hafenrichter and art directed by Nils

Andersson.



As in last year’s campaign, the ads, which broke nationally on

Wednesday, will be placed by Zenith Media to dominate single breaks.