Duckworth Finn Grubb Waters has unveiled its first work for
Co-operative Retail Services since winning the pounds 7 million account
from J. Walter Thompson Manchester in April (Campaign, 4 April).
The campaign, which breaks at the end of this week, consists of two
different elements. The main TV campaign promotes price offers and
involves an initial run of nine ten-second spots. Duckworth Finn has
also created a 30-second film to support a major voucher promotion which
helps Co-op customers to fund sports equipment for schools.
Three different ten-second spots will be broadcast in each ad break, one
running at the beginning, one in the middle and one at the end. There
will be another burst of films before Christmas, when the intention is
to have around 20 films on air at the same time.
One of the first ads, a Ribena price promotion, is illustrated by a trio
of children dressed as American Indians slurping Ribena from a paddling
pool through straws. Another, for Kleenex, shows a goalkeeper being
pelted with toilet rolls.
The TV campaign will be supported by press work also advertising price
offers.
The sports equipment film parodies the heroic style of sports
manufacturers’ ads, but features supermarket produce being used as the
equipment. A baguette, for example, serves as a baseball bat and a
tomato a ball, while a water melon passes for a basketball and a cabbage
a football. The voiceover is provided by Andy Gray, the Sky football
commentator.
The ’price’ campaign was written by Tim Brown and Brendan Wilkins and
art directed by Simon Riley and Paul Hancock. It was directed by Mark
Denton through Godman. The sports equipment ad was written by Wilkins
and art directed by Hancock. It was shot by Rory Rooney, also through
Godman. Media buying is being handled by Motive.
