Lowe Howard-Spink this week launches its latest Tesco ’every little
helps’ commercial, featuring a heavily pregnant Jane Horrocks joining
the supermarket’s Clubcard scheme.
The 40-second film, entitled ’in the club’, plays on this double
entendre to emphasise the benefits of owning a Clubcard for a
mother-to-be. In addition, the film outlines other Clubcard schemes
designed for students, the over-60s and families.
In the commercial, Horrocks, who is pregnant in real life, is pestered
by her Tesco-mad mother, Dotty, played by Prunella Scales. The ad kicks
off with Dotty bursting into a pre-natal relaxation class where her
daughter and the other pregnant women are prostrate on the floor. Dotty
hitches up her skirt as she steps over the pregnant women. ’It’s like a
walk in the peak district,’ she complains.
Dotty wakes her daughter and insists that she must ’register’. Horrocks
replies that she has already been to the doctor and the hospital: ’Where
else do I need to go?’ ’Tesco,’ Dotty replies.
In the next scene, Dotty and Horrocks are in their local Tesco store
waiting to join the Clubcard scheme. Before Horrocks can answer the
assistant’s question about her health, her mother butts in: ’She’s a bit
tired. She should try to relax more.’ The voiceover says: ’Tesco
Every little helps.’
’In the club’ was written by Phil Dearman and art director by David
Christensen at Lowes. It was directed by Mark Chapman through Tiger
Aspect. The film will air on national TV from 14 May for four weeks.
Media planning and buying is through Western International Media, Lowes’