Every bit of me says I should lambast this work.
Here we have the legends (Grandfathers…) of Rock, the mighty Status Quo, reworking their 1975 hit, ‘Down, deeper and down’, to include Coles’ ‘Down, down, prices are down’.
Quo’s original track was the inspiration behind the supermarket’s grating, but memorable tune introduced last year.
But before I drift off into dismissive hyperbole about the demise of the once great ad industry, a few salient thoughts:
The overall impression isn’t therefore that this is a credible Rock band selling out, it’s more a case of here are some ageing Rockers having a laugh at the expense of Coles.
At the same time it delivers the message and as a nod to the original tune is a bit of fun (if a bit of a cringe at the same time). This should appeal to a lot of the mass market and get the tune lazer etched into everyone’s subconscious.
Red guitars on sale in-store apparently.
Funny for a moment, but I only hope we don’t have to endure the joke too often on our screens!
Here are the boys doing their bit:
This campaign is still creating lots of trade talk.
I for one was critical of the fact that the promise of what the bank “can” do was not delivered in the TV ad.
As suspected, the follow up justification is now coming thick and fast.
As a rational message I like the press. Particularly the simple, clear and well branded message endorsed by a gold medal.
More of this and the consumers have a real reason to look at the claim and the bank.
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.