Woolworths is to advertise on cinema screens for the first time in its history with a 60-second ad staring Darth Vader and brand characters Wooly and Worth. It’s also the first time that Darth Vader has appeared on our cinema screens since Revenge of the Sith.
The ad, which promotes the company’s new Worthit! brand, will feature before Pearl and Dean screenings of the latest films including Oceans 13, Fantastic Four 2 and Shrek 3 starting next Friday 15th June in Vue, Apollo, Mainline, Reeltime and independent cinemas.
The Ad opens with Darth Vader making beans on toast at Wooly and Worth’s house and then the Star Wars baddie… STOP!!! Why spoil it when we have the Ad exclusively available here for your viewing pleasure… Click HERE to ENJOY this great Ad NOW!!!
Lee Bannister, brand marketing communications manager at Woolworths, says: “This execution is seriously funny, while at the same time showcasing the ridiculously low-prices of the Worthit! products.
“This is one of the best ads Woolworths has ever produced and it represents a significant first. The first time we’ve ever recorded a screen ad for an own-brand, that’s how important Worthit! is to the company.
“But there’s also Woolworths brand work in there as well. The fact that Wooly returns from store with something other than he went in for, tells a story that our customers often relay to us – you forget what you go in for at Woolies because you find products you never knew you needed.”
Woolworths has a long-association with cinemas but has never used it as an advertising channel before now. Woolies stores will often be found next to cinemas or old cinema buildings as they used to be purposely sited there because of the high footfall and to capture pre-film pic ‘n’ mix sales.
Bannister continues: “We picked cinema to launch the Worthit! campaign because the audience targeting was just right and because cinema gives you longer slots, enabling us to show the full-length version of the ad. The fact that the star of the commercial has big screen connections was an added bonus.”
The Star Wars characters in the film were played by Adrian Baseley (Darth Vader), Leigh Anthony Lewis (Stormtrooper in cupboard) and Tony Velda (passing Stormtrooper) who are members of the 501st UK Garrison, the British fan club of the movie franchise.