Retail specialist .99’s new Christmas TVC for New World, currently on air, is a charming, well-put together spot – the understated performance from the young woman is priceless. The bearded gent, Noel (geddit?), is pretty good, too.
“How to make a unique and distinctive campaign to cut through the clutter and support vital sales during the Christmas period is one of the toughest briefs you can get in advertising,” said .99 managing director Ben Goodale.
“To meet this challenge, we recruited a rather familiar looking chap to be the hero of New World’s new retail campaign.
“The campaign focuses around Noel, a mature white-haired gentleman who’s been brought in to help out during the busy festive season. But is he who we think he is … or not?
“It’s fun to be able to get playful with one of the great Christmas icons – and build a compelling retail advertising campaign for this critical period around Noel and the team at New World.
Foodstuffs general manager marketing Steve Bayliss said: “Christmas is a massive time for our owner/operators and ensuring our retail messaging really stands out is crucial to sales success.
“We challenged .99 to approach Christmas in a new way and the result is a cracker.”
The series of ads cut neatly into product and price ads, as well as short standalone stories and more will roll out over the coming weeks, says .99 chief creative officer Craig Whitehead.
“We had a great team on this project. Steve, Jules and Steph really challenged us to create something uniquely New World, uniquely Christmas but completely non-cliché.
“And working with the guys from Finch was a real treat too – the performances that (Saint) Nick Ball was able to get from the real New World staff members at four o’clock in the morning are nothing short of brilliant.
“It’s all translated through into a distinctive campaign which we believe will get the cash registers jingling for New World this Christmas.”
Group General Manager Marketing: Steve Bayliss
Group Brand Director: Jules Lloyd
National Retail Marketing Manager – New World: Steph Pyne
ECD: Craig Whitehead
Snr Copy Writer: Ed Bell
Snr Art Director: Greg Wylie
Copywriter: Simon Wharton
Design: Simone Lash
Group Account Director: Pippa O’Regan
Account Manager: Allie Buczkowski
Producer: Rebecca Richardson
Producer: Lauren Watling
Director: Nick Ball
Producer: Andy Mauger
.99 Motion Graphics
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