Animated ‘Peaman’ fronts new Woolworth’s Everyday Rewards spot via Droga5, Sydney
May 14 2012, 9:10 pm | | 42 Comments
An animated ‘Peaman’ fronts Woolworth’s Everyday Rewards campaign via Droga5, Sydney.
From today, customers are asked to look out for the “extra special” ticket in-store and save.
Everyday Rewards card holders can save 20 percent or more on 100s of specially marked products in Woolworths supermarkets (excluding Tasmania), in direct competition with the My5 offer from Coles, launched in mid April via Big Red, Melbourne.
42 Comments
Making jokes about the competition? Brave.
Yeah, that works.
this wont a-peas anyone.
Nice spot. Much better than that Coles shite
Bit sad.. desperate Woolworths still playing catch up with Coles..
Why dont they try something different rather than just following suit with everything Coles does.
After watching the Coles deal, and the media making it obvious “it’s not much of a deal”. This is refreshingly simple, and as I already have a Woolies card – very easy! Nice tone for Woolworths.
Sweet spot. Gets the sales message across without needing to resort to expensive personalities.
Smart. Simple. D4.99 do good retail, never thought I’d say that.
Great for what it is.
I’m guessing Coles CEO is pulling in the marketing department and asking how much annoying Dawn really cost the company.
An animated pea, are you serious? I’m no fan of the Coles work , but this creative approach is really dated.
Attaching a real tone of voice to huge retail business is nigh on impossible. But this does it. Compare it to the screaming, jingle, low level celeb with crazy type work of Coles, Bing Lee etc and you start to understand why Woolies turned to Droga5 (99)
Smart marketing.
Talk about yourself as the simple alternative.
Worked for Apple.
It’s a sad reflection of the state of the industry that a so-called hot shop puts this work up on the blog.
Luckily this piece of genius was next to it on youtube which made the visit worthwhile
http://www.youtube.com/watch?v=KgOFuRwVJD8&feature=related
Brilliant. Makes Coles look like massive try-hards.
If Ogilvy, JWT or McCann did this you’d all be kicking the shit out of them.
What a bunch of arse lickers you all are.
9.30 am….at least we all know where ex creative directors shop.
meh @ 9.30am. If that’s what you call ‘genius’ you have some real issues… almost as many as the stupid woman in the video. Disgraceful.
“Going to the letterbox” and “Counting to five” are hardly difficult tasks.
A loyalty program is about added value, discounts, savings etc… the Coles campaign offers this in spades, whereas the peaman merely responds to the opposition by saying “ours is simpler”.
Consumers will be looking for the best deal, not the most creative ad.
Do any of you ever talk to real people, in real suburbs, living on real budgets?
They love Dawn French. She’s fat and funny (just like the much-loved Magda).
Her world is bright and optimistic.
She makes the offer simple and fun.
I know she’s talking about Coles.
A cheaply animated pea???
For fuck’s sake. Where’s the warmth, where’s the comedian?
Big Red v Droga5, I know where my money is. So do Coles
Ted, shouldn’t you be working on Target ads?
It’s a nice enough, sweet enough presenter style (be it an animated pea) ad.
That’s all.
Nothing to get excited about, would be dismissed totally had it not come from Droga 5.
Sometimes you just have to do appropriate work like this, but can’t imagine there were too many high fives around the place when this one was hatched.
Would anyone put it on a reel if they were going for an interview?
Do you really think this will grab the attention of a Mum with 3 kids?
You are only thinking about the Art Director, not the Real World.
Yes Droga convinced the client to go out on a limb. However they won the wrong battle getting this ad over the line.
It is not a simple ad. I don’t know what it is telling me. And I sat here captive for 30 seconds.
Sorry Droga, but this is class A adwank.
Lenny you’re a twat! This isn’t a creative competition between the 2 agencies.
It’s 20% off shitloads of products at Woolies, that’s it!
This is not going out on a limb. This is average stock standard advertising. As are the worst use of DawnFrench ads. Both are just average and will pass. Like a stool. I can’t believe people are arguing about twaddle. What has happened people? The lunatics have taken over the asylum. Both agencies will know it’s basic ads. Both won’t hold it high as a creative masterpiece. Of course they won’t. Shhheeessshhh!
Holy shit! If you feel this ad was “convincing the client to go out on a limb” you need a new career “Real World”.
I thought it was simple and honest retail which I’m sure “mum and 3 kids” from Penrith, or the “Riff” as its known will understand clearly.
http://www.youtube.com/watch?v=ypjOPXuSU7I&list=UUKZMWpz3srZiWFC1DKlcAoA&index=6&feature=plcp
I’m cute
?,
For Woolworths, yes, this is going out on a limb. Think about where they have been.
And it just does not get the point across. Our ‘Mum and 3 kids’ from ‘Riff will not be thinking ‘I can save more shopping at Woolworths’ after seeing this.
So it has not done its job, and is therefore adwank.
I freakin LOVE Peaman!!!!!!
I love pee, man.
You’ve got to be fucking joking. Coles 10. Woolworths 0.
As the man in charge of the Big Red I have to admit that this season we were woefully shown up by the competition. It didn’t take a lot, but just by doing the basics better they pulled out in front,
I have some tough decisions to make, including whether I’ll keep French on as striker or bring back Curtis. While Dawn has really made a spectacular effort this season, I feel that Curtis was more solid as my man up front delivering the goals.
I have a lot to think about. Well done to Woolworths for being the better team.
Sincerely,
Sir Alex Ferguson
You’re clearly an absolute idiot if you could ever rate Coles 10/10 for its advertising. Idiot!!!
WW needs a game changer
They are still playing catch up to Coles
D5 seem to be struggling to understand their target market
I agree with Pak’n’Save.
Mind you, those ads weren’t done by anyone fashionable so we can ignore them.
Consumers respond to clear simple, communcation and if it is cute, that helps further.
Droga and woollies shit all over Coles and big red,
I know which supermarket ads have the public intrigued and excited. And it ain’t this.
@Tuppperware Party
You clearly work on the Coles account. I don’t work on either, nor am I a fan of either campaign.
But please don’t insult our intelligence by implying that the public are ‘intrigued and excited’ by Dawn French banging on about fucking money off vouchers.
Get back to your brochure, muppet.
How about simply piss off the advertising altogether… and just have lower prices?
An ad that has to explain the idea at the beginning (“We made this ad because…”)
Peas of shit.
The pea is basic, simple and humble, with a little cute voice. It gets the point across quite easily. It’s a piss take of Coles who feel they need to get “big name celebs” like a British funny girl, whilst charismatic, doesn’t really mean anything here apart from Dibley and a so called celebrity Oprah chef (I wish the veg was as fresh as his adverts….) so they are deliberately keeping it simple…You are a mug if you fall for any of this shi….
I shop at both Woollies and Coles, and own shares in Wesfarmers. Sincerely wish the Coles ads were half as engaging as Pea Man! All the teenagers (at least mine and their friends) love Pea Man, and hate the Coles ads. And can’t teenagers spend and influence their parents!