Woolworths is setting out its Christmas stall with TV advertising
that gives its recently developed ’don’t forget’ campaign a festive
theme.
Bates UK has produced a pair of 60-second commercials that weave the
’don’t forget’ idea into the familiar ’Woolies Winter Wonderland’
Christmas ads.
The campaign, part of a pounds 20 million annual ad programme, gives a
seasonal twist to a strategy begun in March to project Woolworths stores
as more than just places to buy sweets and CDs.
Jo Kenrick, the Woolworths brand communications controller, said:
’Woolworths has a long heritage of owning the magic and wonder of
Christmas on the high street underpinned by exceptional value. Our
Christmas campaign this year continues these traditions.’
The ad offensive, breaking nationally this week, is designed to
illustrate and reinforce Woolworths’ positioning as a magical Christmas
shop for all the family.
Each of the commercials develop the idea that the stores have so much to
choose from that shoppers risk forgetting what they went in to buy.
Framestore produced the special effects for both films which begin with
members of a family stepping off a dark and dismal high street and into
a Woolworths store to find themselves in a snow-covered fantasy
forest.
A light leads them to a clearing where they see a glowing tree. Above it
are balls of light representing the dreams of the children. The balls
zoom into their hands and turn into the presents they have been dreaming
of.
The ’don’t forget’ theme is reintroduced at the end of each film. In the
first, a father notices an aunt’s dangly earrings with balls on the end
and is reminded of the presents he intended but forgot to buy.
The commercials were written by Neil Pavitt, art directed by Andy Rott
and directed by Gregory Rood for the Paul Weiland Film Company. Media
buying is through Zenith Media.
