Coles releases loyalty ad featuring Dawn French
Coles has released its latest ad campaign featuring British comedienne Dawn French brandishing a big red hand.
The campaign has launched to introduce My5, the supermarket’s “supercharged” version of its loyalty scheme Flybuys that will see loyalty cards sent to 8m Aussie homes.
Update: Videos removed on copyright grounds.
It is not the first time that Ted Horton, founder of Coles agency Big Red, has used a plus sized celebrity in his ads. He also cast Magda Szubanski in JetStar commercials two years ago.
Strange choice for Australian audiences. Surely there is someone local that would be more appropriate.
I’m with Katrina on this one, while there would be pockets of people that would know Dawn French, probably could be more Australianised for the demographic. Though maybe Ted Horton is running out of ideas of plus sized female comedians to used?
Ok I hated, hated, hated Normie Rowe, I hated hated haded the down down and the big hand, but I do love Dawn French, and I think she is such a likeable talent….dam I wanted to hate to hate hate hate this ad. But I like it. Will it make me rush back to Coles…not really…but it’s watchable.
Also I think that the analogy of two plus size women is irrelevant. That’s a little bit ‘bitchy’
I would like to see 10% less ads like this one please.
Hi 5 to that!
P.S. What’s with Dawns lopsided haircut?
Amen Victor of Dibley! Totally agree on the irrelevance of the plus size talent. Come on – the big hand got your feet tapping didn’t it? 😉
I agree Harry – her haircut confuses me!
Regardless of whether you like or dislike the ad (which at very least is an improvement, and you don’t really need to know who Dawn French is to like it), the my5 thing is a pretty sound idea. As is showing the nappy aisle a couple of times and then emphasising the point with the twins. If you need to buy nappies, 10% off starts to add up and will feel pretty enticing
She’s really showing her age
Kate @ 1:09 Ok you got me it did get my feet tapping….sorry what’s the prob with Dawn’s hair…and showing her age People People….are you digressing to the minutia!! Did you dam well like it or not???
Dawn lives up the road from me. She is actually quite tiny. Small people can look much bigger and chunkier through the lens. I know this because I don’t have a single photo of myself that looks like the real me. Also Dawn just ‘lost’ about four stone when she fell in love. She cracks me up, whatever her size is currently.
There’s a simple reason for this ad.
Coles have populated their Marketing team with ex-Tesco staffers, brought in from the UK.
With the result that EVERYTHING at Coles is done “just like Tesco does it”.
Dawn appeared in a Tesco ad previously. So, of course, the extremely original (not!) folk at Coles just said “Let’s get here here in Oz.”
Simple, really.
I think the ads and idea are great and the public will like them. The comment about two plus sized celebrities…. Well it couldn’t have said “comedians”, “women”, “people”, “people with two legs”?. Find it a bit strange that weight or body type is relevant
I don’t shop at Coles – they rip off suppliers to get low prices for consumers and drive small businesses out of the market – and spend gazillions on advertising
When they stop wasting that money on advertising and start supporting Aussie businesses I may consider shopping at Coles
Same goes For Woolies fresh (last month) food people
I suspect the reason behind her lopsided haircut is that she got the 10% discount on one side of her head!!!
Comments so typical of a bunch of agency types trying to stifle creativity and protect their pay packets. Heard so much of this hand on c&$k bullshit I no longer enertain meetings with the cretans. This ia a great TVC that gets the messag across in 30″, with a bit of humour (remember what that is agency drones??). And for the ‘tard wondering about local talent? Welcome to the global village, we are all local. What are you – a work experience student??
Get RiD of these advertisments Coles. I am abt to shop elsewhere. Normie Rowe was awful but at least he was Australian. Dawn is OK in her own place..England.
Am I the only person in Australia who thinks Curtis Stone is a smarmy, supercilious creep? Dawn French rubbing her hands all over him is just sad. He should be so lucky to get someone of her talent and beauty, just not the California fake type he embodies.
I think her performance seems entirely dis-interested – bordering on drunk, the make up artist, hairdresser and director should be shot. Terrible stuff again from Coles.