Magazine article Marketing

Adwatch: Tesco - 'No Bags, No. 2'

Magazine article Marketing

Adwatch: Tesco - 'No Bags, No. 2'

Article excerpt

First, let me declare a lack of interest. We handled the Asda business here at Publicis, but it went unaccountably missing at the beginning of the year. So, no axe to grind. But I did work on Tesco for 10 years at Lowe, so plenty of prejudices to air.

Tesco has had an immaculate advertising history since the memorable arrival of Dudley Moore on the scene in 1989. Its frequent Advertiser of the Year accolades are well deserved. And, at risk of sounding unctuous, it has proved the axiom that clients get the advertising they deserve.

Sir Terry Leahy used to tell the agency that he simply wanted people to feel better about the brand after they had seen the ad than they did before. That's a good brief.

This execution, which features an assortment of celebrities carting their shopping home in appropriate receptacles, stacks up nicely against the high standard set by its illustrious predecessors. It is well-cast, shot and acted, and it makes a greenish point efficiently and clearly. And likeably, which is a prerequisite for engagement and successful communication. …

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