I’m in Coles
There have been some marvellous cultural crossovers in recent years.
Obviously the forthcoming Superman vs Batman. (Or is it Batman vs Superman?)
Or the whole Freddy vs Jason thing – when Freddy Krueger took on the baddy from Friday the 13th. And then there was the Jane Austen apocalypse crossover of the book Pride and Prejudice and Zombies.
But none of it – none of it – comes close to Old Spice guy Isaiah Mustafa appearing in a message for Coles.
https://www.youtube.com/watch?v=WUATtnn91RQ
Somebody needs to tell Coles this guy isn’t a thing anymore.
Love to see him in a bespoke Aussie ad.
Seems very thrown together at the last minute.
EG that shopping list goes down with his right hand and the cup cakes come up with his left, is anyone over 5 going to fall for that?
Shame they paid so much for the talent they couldn’t afford any special FX.
Hi Justin, you are so cool. Fortunately, most of Australia isn’t. This is a great use of an established brand equity. Well done all.
It’s like someone described the original advert to the agency rather than showing them: ‘So, unexpected stuff happens like he’s holding a list then holding cakes…”
“Right, I get it – he’s got a list in one hand and cakes in the other. Easy.”
Genius marketing. Love it.
It took them three years to approve it.
How’s the market share doing ?
The Old Spice campaign with this guy was awesome – its was original, funny, cool and very well executed. It really resurrected a dead brand in my opinion. How is this addition considered genius marketing? It took some thing cool and made it boring and dated – great job coles for signing off on this crap.
Good idea – poor execution
Everyone knows that the “baddy (sic) from Friday the 13th” is not Jason, but Jason’s mum.
Poor choice of ambassador compared to Woolies’ efforts with Jamie Oliver – Jamie has a genuine tie-in to the “Fresh” proposition, but sadly here there seems to be little connection beyond “Hey, we sell that thing in that meme!” Could’ve hit the sweet spot a few years back but seems too little too late now.
Hi Amy,
I don’t think it’s fair to describe this as an ambassador role. I suspect that this was shot during the few hours available to the Old Spice local team when he was in Australia recently. (https://staging.mumbrella.com.au/sweet-smell-success-old-spice-178914) A good use of limited time and not much cost, I reckon.
Cheers,
Tim – Mumbrella
♬ Down Down, Prices are down ♬
Tim- agree it is a stretch to suggest this is an ‘Ambassador’ role, but it does appear that Coles is losing the marketing wars and think this was the point Amy was making. The Woolworth’s tagline of ‘Fresh Food People’ seemed trite when first introduced, but now it’s strategic and integrated: by bringing in Jamie Oliver, along with decisions to support organic, free range – they are publicly appearing to take a stand on social issues. So the tagline now has resonance. I believe it will impact on consumer preferences on where to shop. It’s very clever. Coles is now looking very dated and desperate with limited integrated strategic concepts. This ad reinforces this. It feels as if Woolies caught them unawares…
I agree with everyone. Yay for commenting agreement!
Anyone who has worked with Coles and Woolworths know this ad isn’t designed to appeal to a consumer or even a shopper. It’s ticking a box for the customer marketing team and making Coles, in this case, happy.
Pretty good job with what time and budget thy had too.
Please people, let’s just be thankful there’s not a Status Quo or giant freaking red hand in sight.
What an outrage! I’m really disappointed at the lack of criticism in the comments on this post.
This site has become way to positive and supportive lately, probably some scheme to make more money or something equally sinister.
Everyone know’s Terry Crews is the real (and best) old spice guy! I’d love to see him yelling his way through a Coles ad.