“Everybody in this room is gonna be Prime Minister!”


I’ve written before about the phenomenon of great work coming out of tough briefs. Well they don’t come much tougher than a hard-working supermarket retail brief. You’re not selling glamorous sportswear endorsed by footballing superstars, you’re not telling the world about some new life-changing technology and you’re not moving people to action with some heart-breaking public service message. You’re flogging stuff. Unglamorous stuff people can buy in an unglamorous shop for their unglamorous lives.

Because it’s difficult, brands often default to shouty price messages. Leaving no room for an idea or the art of persuasion. Which is why, when someone does employ some creative charm, the work really stands out. For me, the trick is to be creative while still being direct, to engage people’s emotions while still landing a crystal clear message about the product. Which is exactly what this great campaign does. Once the lead ad, above, has introduced the scenario both this 15 and this 15 work a treat. Top work, BMF.


About antmelder
Executive Creative Director at Host/Havas Sydney; passionate vegetarian; lover of books, boxing and Bruce Springsteen.

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