CDP has created a new campaign for the budget fashion retailer
Matalan, which will break nationally on 15 March.
The ads aim to highlight the bargains available at the stores by
depicting shoppers who are so obsessed with the savings they have made,
they feel compelled to inform anyone who will listen.
One execution shows a mother bringing her two children into a doctor's
surgery announcing that she 'wants him to have a look at something'. She
proceeds to take him through what they are all wearing, marvelling at
how little she paid for the garments. The doctor is bemused.
Other spots include a man more concerned with informing the hospital
staff that have just helped his wife deliver their baby of the offers
available at Matalan - leaving the new mother in tears. Another has the
police turning up at a man's house in response to his call that he wants
them to look at some knives that have come into his possession, but he
just wants to tell them how much he paid for them. All the ads feature
the endline: 'Matalan. Savings you just can't keep to yourself.'
'The ads are based upon a product truth,' Simon North, the deputy
managing director at CDP, said. 'We found when talking to Matalan
customers that they would always feel great about the store's low prices
yet great quality products. We've added hyperbole and therefore humour.
In each of the ads a moment of tension is shattered when a shopper just
can't contain themselves any longer and they just have to tell others
about the great bargains that they bought.'
The ads are meant to develop on the previous TV spots which simply
featured shots of the clothes accompanied by the prices - while Jackie
Wilson's Sweetest Feeling played in the background.
The ads were written by Neame Ingram and art directed by Paul
They were directed by Ray Gower through Flying Colours. Feather
Brooksbank will handle media.