HHCL & Partners has created a new series of price-led ads for
Iceland that continue the irreverent tone set by its ’feel the deal’
The six ads, which break on 30 January, are the first in a series of 60
that will air this year as the retailer enters the supermarket price
war. Thirty-five of the ads, which focus on the two-for-one deals
available at the supermarket, have already been shot.
The campaign introduces three sets of characters. One man claims he
rarely goes to supermarkets but has come to Iceland because he has heard
it has great deals. A second features three men dressed as penguins who
get over-excited about the deals.
The third features groups of customers who perform synchronised trolley
shimmies as they demonstrate how to get to the cheap deals
The voiceover is by the BBC commentator, Raymond Baxter, better known
for his commenting on state occasions. ’It’s amazing the lengths people
go to to get their hands on Iceland’s deals,’ Baxter says.
The campaign was written by Chas Bayfield, art directed by Jim Bolton,
and directed by Bayfield, Bolton and Ronnie West through The Mill. Media
planning and buying is through MediaCom TMB.
’A lot of supermarkets, when they sell at low prices, have a tendency to
patronise the consumer and suggest they are poor. Instead, with the
Iceland campaign, we have a celebration of deals,’ Bayfield said.