New campaign – Woolworths

Woolworths is supporting the launch of its new Argos-style catalogue, the Big Red Book, with a TV advertising campaign that breaks tomorrow (Thursday).

The campaign, created by Bartle Bogle Hegarty (BBH), features two executions with brand characters Wooly, the excitable roving reporter, and Worth, the strait-laced anchorman, reporting on the launch.

The first ad introduces the Big Red Book with Wooly reporting live from the printing press. He is so excited looking through the catalogue that his coat gets caught in the conveyor belt and he is stripped of his wool.

In the second execution, Wooly demonstrates the catalogue’s benefits, including the in-store collection point and online shopping. To illustrate the home delivery service he pulls a delivery man from under his desk.

Woolworths marketing director Stephen Robertson says: “This is big news for our customers, big news for our business and the biggest news story Wooly and Worth have ever reported on.” Zenith Optimedia handled media planning and buying for the campaign.


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