This is a nice fresh addition to the campaign…what I really like is that you can imagine Mrs (or Mr.!) shopper really liking this. A bit of a slap and tickle laugh…much more of the target’s sense of humor and therefore more memorable and motivating.
I hope this develops into more executions and Coles challenger status could be moving into a leadership position in the battle of aisles advertising?
Dawn is receiving a good deal of negative feedback from the industry suggesting that a local star could have done the job? I’m sure that they could, but this is written with Dawn French in mind and she does a great job. I think it adds to the perceived status of Coles to grab a bigger star and one that works so well versus the target.
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.