Woolies roll-out continues with two more ads to air tonight
More versions of the new brand campaign for Woolworths from Droga 5 go to air tonight featuring employees and suppliers.
There are 12 different commercials, which seek to emphasise that most Woolworths fresh produce is Australian grown.
As Mumbrella reported yesterday, the campaign is the first major work since Droga5 won the Woolworths account.
The staff come after a casting call featuring 400 people which was eventually whittled down to 55 call-backs and eventually cast nine people.
Among those featuring was truckie Harold Haigh, who travelled to South Australia for the shoot, his first time on a plane despite 20 years on the road.
The production featured four crews shooting simultaneously across the country, on formats including 16mm, digital, VHS and iPhone. The entire project was overseen by Exit director Amy Gebhardt .
David Nobay, Droga5 Creative Chairman added; “A lot of people scratched their heads when they saw Droga5 and Woolworths together in the same sentence, but I’d like to think that this work proves it was a smart idea for both of us.”
Lizzy Ryley, Woolworths General Manager of Marketing said; “I said when we announced our appointment of Droga5 that they are a highly innovative agency with a great reputation for strong creative ideas and strategic planning skills. These skills were invaluable in the development of this campaign and I thank the teams from Droga5 and Woolworths for their hard work.”
The new Woolworths music track `Monday, Tuesday Wednesday – I Love You’ which was originally recorded in the late 1940’s by the Big Band vocalist Kitty Kallen with Lawrence Welk and his Champagne Orchestra. The track was re-recorded by Gossling (Helen Croome) .
Credits:
- Creative Chairman: David Nobay
- Executive Creative Director: Duncan Marshall
- Creative Director: Mike Spirkovski
- Agency Producer: Amanda Bennie
- Production Company: Exit Films
- Executive Producer: Emma Lawrence
- Director: Amy Gebhardt
- Producer: Leah Churchill-Brown
- Food Unit Dir: Stephen Carroll
- Food Unit Producer: Suzanne Mallos
- Transitions Unit Director: Jono Hill
- Transitions Unit Producer: John Sandow
- 4 th Unit: Grantley Smith
- Head of Client Business: Jamie Clift
- Group Business Director: Lisa Milner
- Business Director: Rekishia Jessup
- Executive Planning Director: Justin Graham
Woolworths:
- Managing Director of Woolworths Supermarkets & Petrol: Tjeerd Jegen
- General Manager, Marketing, Supermarkets: Lizzy Ryley
- Business Manager: Carly Bowra
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Quite a lacklustre campaign.
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I just don’t get what is new here.
Same proposition,same tactic as20 years ago.
Whether I like ads or not as customer I like that Coles always has something new to offer.
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really don’t get this campaign at all.
It’s personality based stuff building on the original M&C campaign adding dimension to ‘Fresh Food People’ but they’re too offbeat to have broad appeal and there’s no customer benefit in it.
for a brand like Woolworths which is under threat from an aggressive competitor, there’s just nothing compelling here to encourage people to reassess the brand. It’s not damaging, but the message just isn’t strong enough to cut through and have an impact
slightly likeable, rather obscure wallpaper
Anything is better than watching some Olympian woodenly reciting a leaden script (“the Coles Win A Trip promotion” must be the blandest title in the history of advertising) or a beloved comedian debasing herself to flog loyalty cards, and I’m glad Woolies has gone for something a bit more creative and high-concept, but these ads are dreary and a bit annoying to sit through.
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It’s early days in the campaign by the looks of it but so far – great stories about the people behind the brand told in a very interesting and entertaining way. I’m also glad to see they have not only held onto but also strengthened the original positioning after Coles weak attempt to steal it. So far so good D5!
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Remarkably lukewarm from supposed hotshop, so underwhelmed right now.
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I actually really like them. They have a really nice feel to them. And Gossling is the icing on the cake. Nice work!
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Total pooh
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