Lowe Lintas extends Tesco's 'Dotty' campaign

Lowe Lintas has unveiled its latest 'computers for schools' TV spot for Tesco. The pounds 2 million campaign aims to celebrate the programme's ten-year anniversary.

Lowe Lintas has unveiled its latest 'computers for schools' TV spot for Tesco. The pounds 2 million campaign aims to celebrate the programme's ten-year anniversary.

Called 'Dotty com', the ad builds on the successful, long-term 'Dotty' campaign and shows the Prunella Scales character arriving at her grandson's school for an open day to see how her 'computers for schools' vouchers have been put to use in the IT room.

She looks around to find the computers she has contributed through her voucher collection efforts.

As she investigates, she finds that each screen displays an image from an educational software package, including unusual takes on the human body. Dotty is then shown looking decidedly squeamish. The final straw is when she happens upon her grandson's computer and sees her face superimposed on the body of a hippopotamus. The spot ends with the strapline: '10th anniversary of Tesco computers for schools. Every little helps.'

Mark Cadman, the head of account management at Lowe Lintas, said: 'Dotty's desire to give her family the best has been extended to Tesco's commitment to computers for schools.'

In the ten years that Tesco has been running the programme, the company has donated more than pounds 62.5 million of computer equipment and educational software to 22,000 schools nationwide.

The ad was written by Derek Apps, art directed by Tom Notman, directed by David Garfath and produced by The Paul Weiland Film Company. Initiative is handling the media.





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