Ants unite in debut TV ads for LetsBuyIt.com

LetsBuyIt.com, the pan-European e-commerce website that offers co-operative shopping, is using an army of ants in its new advertising campaign to drive home the message of strength in numbers.

LetsBuyIt.com, the pan-European e-commerce website that offers

co-operative shopping, is using an army of ants in its new advertising

campaign to drive home the message of strength in numbers.



The ads form the first part of a multi-million pound pan-European TV,

outdoor, press and online campaign that breaks this week in the UK,

Denmark, Norway, Sweden and Finland.



LetsBuyIt.com is based on the concept of co-operative shopping via the

web. It allows consumers to group together and secure the best prices on

branded goods through collective buying.



The ad opens with several ants struggling to lift a flagpole before a

troop of ants arrive to help them hoist the pole and raise a flag, which

says ’buyer power’.



The ’ant’ concept was conceived by LetsBuyIt.com’s global marketing

director, Soames Hines. It was produced through Seven Senses in Germany,

which was involved in the creation of the Sony PlayStation game, Tomb

Raider.



Although only recently appointed to the account, Abbott Mead Vickers

BBDO had some creative input into the ad. It developed the end frame

that will feature throughout the campaign.



Tony Cox, creative director at AMV BBDO, said: ’Ants are the perfect

shorthand for collective intelligence. LetsBuyIt. com is all about

people acting to achieve savings they couldn’t obtain if they were to

buy independently. Ants are the best allegory for this.’



AMV’s direct agency, Barraclough Hall Woolston Grey, will handle the

through-the-line work, while media planning and buying are to be handled

by the BBDO media network, OMD.



Hines said: ’The TV campaign is the first branding idea we’ve created to

help explain and demonstrate LetsBuyIt. com’s co-buying concept. Ants

are universally accepted as an icon of collective intelligence. We’re

using them as a metaphor for LetsBuyIt. com’s ’co-buying’ concept.’



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