Coles as a “challenger” supermarket brand seem to have a knack of knowing what the mass market, Mrs (and Mr) average shopper will respond to.
They have dispensed with Ad world trickery / irreverent humour, in favour of direct messaging using Dawn.
The tune is still there, haunting you throughout, but the fact that there is a genuine and funny star, performing (not just preaching) works to communicate. Ads still need to entertain real people (I apologize to “non-real” people). The casting of Dawn is inspired because it is believable, relevant and potentially motivating to the viewer. Also family funny. Anyone who understands the supermarket consumer will see it resonates with them.
Needless to say Australian viewers will see a lot of her as the mighty media spend rolls out.