Monday, September 03, 2007

Tesco uses McEnroe and Borg for its new age-neutral advertising campaign

I am not made about this ad from Tesco. What I do know is that it illustrates age-neutral advertising with a focus slightly towards the older viewer.

Tesco is building upon the publicity given to Borg and McEnroe during the recent Wimbledon tennis championships when Roger Federer equaled Borg’s five consecutive titles.

The campaign, created by advertising agency the Red Brick Road, aims to promote Tesco's "one in front" policy that sees extra checkouts opened if there is more than one customer in front of another at the till.

As you can see, the 50-second TV commercial follows the two stars racing to stack their trolleys with products and clear check out first. The theme being that the old rivalries still go on. I would love to know how much it cost to get these two guys to appear. Dick Stroud

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