Tesco has started 2013 with the multichannel bit between its teeth, first poaching House of Fraser ecommerce boss Robin Terrell and then revealing a new dotcom store in Crawley.
Building on this, its first campaign of the year humorously promotes the retailer’s online shopping service.
Created by agency Wieden + Kennedy, the TV ad shows a woman shopping online on her tablet computer and daydreaming about who is packing her order. She imagines a Viking warrior with a hawk perched on his wrist, who pulls out what first looks like a sword, but is instead a barcode scanner containing the woman’s shopping list on the screen.
Pushing the trolley through the aisles, the Nordic Goliath meticulously picks the items from the shelves in hilarious fashion, as an epic, thunderous orchestral score of battle music plays. The advert highlights the care Tesco pickers take in choosing requested products, such as selecting green bananas and later sell-by dates.
The shopper’s reverie is interrupted by her child asking her what she is doing. Her response,”Nothing, just shopping”, highlights the ease of online shopping with the grocer.
The ad continues the more modern humour the retailer introduced in its festive Furby campaign, moving away from the often bland humour of the Tesco ‘family’ campaigns. W+K has also stuck to the approach of rewording the long-established Tesco strapline to “Every Tesco.com helps”.
Funny, and clearly demonstrating the quality of Tesco’s online offer, the campaign should build on the efforts made so far this year to bolster the grocer’s multichannel credentials.
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