Ad wrap: the latest campaigns from comparethemarket, IGA, Berlei, Isuzu, Woolworths, Vic Transport
Mumbrella wraps up the latest campaigns to hit our screens.
IGA
Metcash’s supermarket chain IGA continues to push the independence of its owner-operated stores with its latest ad again featuring actor Shane Jacobson.
https://www.youtube.com/watch?v=Nup_anZ0D2k&feature=youtu.be
The ongoing campaign by The Monkeys highlights locally-grown produce and the involvement of IGA stores in our local communities as the brand pushes back against the might of Woolworths, Coles and the growing influence of Aldi.
In the newest ad, Jacobson pushes his shopping trolley through local streets while he talks about the role that IGA plays in local communities.
Metcash kicked off the campaign in June of last year with food and grocery general manager, Madeleine Fitzpatrick, citing the supermarket’s line of ‘It pays to shop independent’ as the cornerstone of the campaign.
Comparethemarket
Comparethemeerkat.com.au owner Aleksandr Orlov performs a takeover of the similarly named Comparethemarket.com.au in a new ad for the ad comparison site featuring more human actors.
https://www.youtube.com/watch?v=S7cLkp3zGHI&feature=youtu.be
The ad is a departure from the series starring Baby Oleg, who appeared on Aleksandr’s doorstep late last year and featured in his Christmas missives.
The latest version shows a spokesperson doing a piece to camera and being interrupted by a colleague who says he has something to tell him, before a giant portrait of Aleksandr is placed behind him with the colleague saying he is the new owner.
VCCP is the agency of record for Comparethemarket.com.au.
Berlei
Serena Williams makes a return appearance for bra maker Berlei, continuing the theme of reducing the bounce.
In the latest campaign the brand uses an airline safety briefing theme to show of the Berlei Bounce Safety Demonstration.
The brand has made the most of Williams’ annual visits to Australia, capitalising on her profile during the summer Tennis tournaments.
https://www.youtube.com/watch?v=L4T5OsJy3-A
Isuzu
Blokes, boats and utes. It’s a tried-and-true recipe for car marketers that never seems to go away.
Isuzu has launched its latest campaign for the D-Max ute running with the line of ‘biting off more than you can chew’. It includes the required shots of man fishing, wrestling with fish, driving along beach and bouncing through woodland trails before finishing off with the requisite money shot featuring a mountain back drop.
https://www.youtube.com/watch?v=WSFlxebZ3TU
Woolworths
Woolworths continues to drive its way into the car insurance market with a new campaign offering drivers the ability to pay based on distance travelled.
The simple retail effort is backed with a range of discount offers anchored by a free $100 Woolworths gift card.
https://www.youtube.com/watch?v=_kBBEgjWuNg
Public Transport Victoria
GPY&R is behind the launch of Melbourne’s all-night public transport initiative, which extends services for revellers on weekends.
The campaign, Open Up Your Night with Public Transport, shows people walking through floating tram and train doors to bustling nightlife on the other side.
Commercials will be broadcast across the State and supported by outdoor media on trains, trams and buses.
https://www.youtube.com/watch?v=9iaaMFk_fp0
Simon Canning, Alex Hayes
