Where did Tesco hide the horse?
Here we go, a first look at what Wieden & Kennedy has in mind for Tesco’s ads. The quick Christmas ads are out of the way, but this is not – so they say – the big shiny brand campaign.
It does, however, give a glimpse of the tone ahead – real comedy that will get people talking, unlike the wallpaper comedy family ads of old. Notable absence of a horse, which apparently was quickly edited out last week, post horsemeatgate.
Gets the thumbs up from me – if this is an indication of the campaign ahead, I can’t wait to see the brand ad.
Here’s how Wieden & Kennedy describes it:
Picture it: you’re sitting in the comfort of your own home, perhaps in the kitchen, and you’ve just clicked ‘confirm’ on your Tesco.com shop. But what next?
Ever wondered how your shopping actually gets picked? Or who it is that does it for you?
Well that’s certainly the case for our heroine Lisa.
In our first ever spot for Tesco.com we bring to life the character of Borg, the subject of Lisa’s fantasy, as she imagines who it is that’s doing her shop.
We see Borg majestically making his way through the store, taking time and care to pick her food exactly as asked for.
No request is too troubling for Borg; he’ll stop at nothing to ensure she gets exactly what she wants and how she wants it. He embodies everything needed to be one of Tesco’s pickers, the people who carry out your online shop for you whilst you kick back and relax.
The 60 second TV ad launched on Wednesday 23rd January, supported by Facebook activity which further showcases the pickers and their tips for selecting the best produce.