DFGW accents Co-op price offers

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).

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.