Mitre 10 joins the morning chorus

Editor TVCs, News 2 Comments

The sun rises, birds sing, a rooster crows … and lawnmowers roar. FCB’s vision of a perfect start to a Mitre 10 weekend is brought to viewers via a sharply edited TVC out of Thick As Thieves. It’s 30s long, it’s running now, and it’s called Take Ownership of the Weekend – the Morning Chorus.

Ownership follows the smart Easy As campaign. “It was time for a brand refresh – one that connected with Kiwis on a more emotional level,” said FCB ECD Tony Clewett.

“The weekend is a great focal point for the brand,” he said. “It’s the climax of the DIY project. It’s when it all happens.”

There’s also six 15 second Thick As Thieves ads in the works – each showing Kiwis getting on with their jobs. Clewett says they feature typically understated Kiwi humour.



Client: Mitre 10
GM Marketing: Dave Elliott
Group Brand Manager: Eleanor Downs
Marketing Specialist: Eleni Zervaki
Agency: FCB
Group Account Director: Kate Lines
Account Director: Lee Dodds
Head of Planning: David Thomason
Planner: Emma Popping
ECD: Tony Clewett
Creative Lead: Scott Kelly
Creatives: Scott Kelly, Ian Smith, Bobbie McKay, Russell Chambers
Stills Photographer: Michael Braid
Head of Content: Pip Mayne
Agency Producer: Amanda Langkilde
GM Media Client Service: Simon Teagle
Senior Media/Planner Buyer: Nicole Earnshaw
Media Buyer: Duncan Timlin
Production Company: Thick as Thieves
Director: Alex Sutherland
Producer: Nik Beachman
DOP: Marty Williams
Editor: Tim Mauger
Online: Beryl | Andrew Timms


Composer: Murray Grindlay

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