Magazine article Marketing

Adwatch: Tesco Cherokee - 'Pool Party'

Magazine article Marketing

Adwatch: Tesco Cherokee - 'Pool Party'

Article excerpt

Tesco launched its Cherokee clothing range a few years ago with, as far as I can remember, some nicely shot posters. The models wearing Gap-style clothes were featured in relaxed positions in not very relaxed situations, such as being surrounded by sharks while dangling their feet in the water. They looked classy, perhaps too classy, because last year Tesco followed them up with a more price-focused TV ad.

This ad used the same good-looking 20-somethings, though this time larking about on the beach. It retained its style, but introduced the element of price via starburst devices, which appeared next to the models, who then tried to hide them by snatching them away, shoving them up a keenly priced fleece, or in one case dispensing with the embarrassing reminder by throwing it away frisbee-style.

I apologise to all concerned for what is undoubtedly a hugely inaccurate account of the campaign, but when you factor in my inability to remember my own phone number, you soon realise that recalling the ads, no matter how vague, is paying them a huge compliment. …

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