Kiwi supermarket New World launches brand campaign

New Zealand supermarket New World has launched a series of TV ads as part of a brand offensive.

The idea behind the ads is that peoples’ moods, occasions, relationships and even the weather affect what and how we eat.

The ads were shot by director Patrick Hughes of Finch who used a variety of cameras – a 35mm, anamorphic, 16mm on a Bolex, digital HD and an iPhone, mixed in with stock footage.

To complement the different stories, three individual music tracks were used, including an original recording of a 1928 blues standard, Fishin’ Blues by Henry Thomas.


Agency: Colenso BBDO and .99
Creative Chairman: Nick Worthington
Executive Creative Director: Steve Cochran
Creative Team: Victoria Daltrey & Will Bingham
Group Account Director: Jillian Stanton
Client Services Director: Jarad O’Hara
Planner: Katheryn Thomas

Agency Producer: Jen Storey
Production Company: Finch
Production Company Producer: Karen Bryson, Nikki Walker
Director: Patrick Hughes
Sound Design: Franklin Road
DOP/Cinematographer: Jeremy Rouse
Editor: Adam Mills
Online Editor: Richard Betts
Post Production: DigiPost
Music – Artist/Title: Henry Thomas/Fishin’ Blues, Ash Grunwald/Walking,


  1. goodone
    24 May 12
    9:00 am

  2. It tells me nothing about the service offering, point of difference, etc. But who cares, those are wicked tvc’s and to be honest I am going to go in and check out the first one I see.
    Well done peeps

  3. HappyShopper
    24 May 12
    9:23 am

  4. Awesome for any category. But outstanding for this one.
    The last one was probably the first ever supermarket ad to give me goosebumps. Excellent track (by Silversun Pickups) as well.

  5. Another Ben
    24 May 12
    9:42 am

  6. Love ’em. Brilliant.

  7. social media green p plate
    24 May 12
    9:48 am

  8. makes a refreshing change from Curtis fucking Stone

  9. Pretty certain
    24 May 12
    10:14 am

  10. Just way better than anything you’ll see from Woolworths or Coles here. No desperate generic fresh claims or be a gourmet if you shop here.

  11. les wood
    24 May 12
    11:30 am

  12. That last one is extraordinary

  13. Danielle
    24 May 12
    11:34 am

  14. Nice! A big move for these guys from what they have had in the past. Kiwi supermarkets are essentially a duopoly with only 2 main players owning the various brands so branding is very important

  15. Red
    24 May 12
    1:11 pm

  16. Amazing. Fantastic work.

  17. New Worldie
    24 May 12
    2:48 pm

  18. A couple of things to point out.

    1. New World supermarkets are far better than the crap Woollies and Coles avails to us.
    2. New World supermarkets ads are far better than the crap Woollies and Coles avails to us.

    Wish they’d open in Australia.

  19. Groucho
    24 May 12
    4:02 pm

  20. Marvellous, bloody marvellous. There you go Ted, that’s how it’s done.

    24 May 12
    4:03 pm

  22. I quite like it. The fishing spot was unrealistic though. Where was all the booze for the boat FFS?

  23. Mark Simkins
    25 May 12
    10:41 am

  24. Brilliant! Finally a client with some vision. Well done!

  25. Cath Healy
    25 May 12
    11:17 am

  26. Wow! So nice to see some really great creative. Especially for the category that bores us with the price and fresh crap

  27. Sunday Morning
    27 May 12
    3:36 pm

  28. Love the third one!

    This creative style would have worked so much better for CommBank #Can idea. True life events where they needed to pay for stuff to fund their budding romance 😉

  29. NK
    6 Jun 12
    10:52 am

  30. AWESOME. No surprise that my all-time favourite ad is also from NZ – the Lotto one with the dog travelling through hell and high water to get back to his owner, with Nick Cave playing in the background. What brilliant ads, and great that a client had the vision to approve them.