The late Tommy Cooper’s spoof version of Dame Vera Lynn’s We’ll Meet
Again sets the tongue-in-cheek tone of Woolworths’ springtime TV
offensive for its Ladybird range of children’s clothes.
The high street retailer has earmarked pounds 1 million to support the
campaign through Bates Dorland and sustain the long-established Ladybird
brand in the highly competitive childrenswear market.
The 30-second commercial, which breaks nationally this week, has Cooper
sobbing uncontrollably over vignettes of children being temporarily
parted from their Ladybird clothes.
The campaign aims to tap into the fact that children have very definite
views about what they will and won’t wear. It also intends to persuade
mothers that Woolworths should be their first point of call when buying
The commercial was written by Chips Hardy, art directed by Lee Goulding
and directed by David Taylor at the Shop. It extends the agency’s well-
established campaign for Ladybird, which features children having fun
and revelling in wearing their Ladybird clothes.
The new film takes the idea a stage further by showing that children’s
joy at wearing Ladybird clothes is equalled only by their reluctance to
take them off to be washed.