"Another wet summer" launches on 20 May and targets parents. The spot marks the end of a 17-year relationship between agency and client, and, according to the agency's managing director, Chris Herd, continues Bates' recently developed strategy of seeing the world through the eyes of children.
The ad will run for three weeks nationwide in the run-up to the school summer holidays, predominantly in daytime programming on terrestrial and satellite channels. Media planning and buying is through ZenithOptimedia.
"We wanted to focus on Woolworths as a retailer that brought seasonal occasions such as summer holidays to consumers with the same passion as it brings them Christmas ," Herd said.
The ad, which features the Marc Bolan track Celebrate Summer, shows a little boy running through his neighbourhood gardens, firing his waterpistols at anyone who gets in his way. He gets his come-uppance when a girl turns on him with a garden hose. Other summery products, such as paddling pools and swimming costumes, are featured in the spot.
Herd added: "It takes a real skill to weave half-a-dozen products and prices into 30 seconds and still produce a film that's as engaging and classy as this."
The ad was written by Andy McGuinness and art directed by Dick Dunford and Paul Walter. It was directed by Sara Dunlop through The Brave Film Company.