Foodstuffs obviously isn't conducting too many drug tests on the staff its marketing team, because after New World and Colenso BBDO went full gonzo for their two latest brand ads, it's launched another mad spot promoting its sponsorship of netball that shows it would do 'almost' anything to show their love of the sport.
"This amusing and entertaining ad takes a unique yet genuine approach to celebrate our partnership through showcasing the things that we unfortunately couldn’t realistically do in-store to show our support for netball,” says Jules Lloyd, group brand director at Foodstuffs New Zealand. “Things to look out for in the ad are a very real reaction from a Silver Fern captured when the watermelon prop got away on her and actually hit the camera. And a cameo appearance from ‘Lance’ from the New World’s Fruit and Vege Pro advert, who seems as mystified as ever when he’s presented with fruit in a Silver Fern uniform."
Like the last two ads showcasing the Fruit and Vege Pro and Daily Baker, this ad is a further collaboration with Colenso BBDO and Nick Ball from Finch and again features real New World staff, as well as the Silver Ferns being asked to show their skills in a more unexpected way.
“It’s not often you get to present and execute all the ideas you know a client couldn’t possibly do in the real world of supermarkets," says Steve Cochran, executive creative director, Colenso BBDO. "This ad was as much fun to shoot as it looks."
New World signed up as an elite sponsor of Netball New Zealand in 2008 after sponsoring the Netball World Champs in 2007, and it re-signed for another three years in 2011. That year Foodstuffs got a slap from the ASA for using the Silver Ferns in a promotion that sold alcohol.
The ad begins running on television and across digital environments from this Sunday and will also play at up-coming Silver Ferns test matches. Netball fans attending the games will also get to enjoy some half-time entertainment inspired by the TV spot.