Big W recruits Modern Family’s Eric Stonestreet for latest campaign via Saatchi & Saatchi, Sydney
April 9 2013, 1:16 pm | | 27 Comments
Saatchi & Saatchi, Sydney has put to air a new series of spots for Big W featuring ‘Modern Family’ actor Eric Stonestreet, part of an integrated campaign.
The spots were directed by Dave Klaiber via Plaza Films.
Agency: Saatchi & Saatchi, Sydney
ECD: Damon Stapleton
CD: Louise Mahoney
Director: Dave Klaiber
Production Company: Plaza Films
Producer: Susannah DiLallo
Post Production: Heckler
Producer: Samantha Daley
Compositor: Jamie Watson
PR: One Green Bean
27 Comments
love it! great performance. LOL.
Does the ‘W’ stand for Wow??? Who wrote this shit?
Love it too. It works . Better than any other retail spot so far .
Love his and her performance .
I love the little blonde who plays the manager. He’s good, but the way she plays off him him is adorable and very funny. Creatives may bag it but I think this will have a lot of appeal with those it’s targeting.
Obviously, once the kind of money required to snare a big, in every sense of the word, US television star has been spent, there’s not much left for production.
They told me to write a positive comment on here too, but I just can’t bring myself to do it for this excrement.
THIS IS MAJESTIC.
W stands for “whopping big pile of shite”
why is the endline “Cha-Ching”
The phrase is “Ker-Ching” or Ka-Ching”
Is this some strange copyright issue?
yep, not the first time Saatchi employees were told to make positive comments.
Oh dear. Poop.
What a waste of a great ambassador.
The money would have been better spent hiring the writers from Modern Family to write a decent script.
“Let’s get someone from Modern Family” will soon be the new “let’s get Hamish and Andy”
Good writing. I chuckled, I’m sure my mum will call me asking if I’ve seen that Big W ad and did I do it.
no one likes watching YouTube in HD anyway, 360p was a great choice.
A cross-section of comments so far . . .
“Better than any other retail spot so far”. Is that a compliment?
“Creatives may bag it, but . . . ” Now there’s an interesting lead in to a compliment. People who know creative work and make it every day will hate this, but for your dolts that it’s targeting.
And these are the positives.
Strangely, someone sold this strategy to Big W to compete with Target who do rather interesting, fun, stop motion, full of colour ads that wow the consumers, and convinced them that all they had to do was to hire a recognisable spokesperson, and viola.
This is supposed to be a brand commercial and it’s got nothing but retail written all over it. Sad, unfortunate, fail for a brand that can and has done much better.
I actually think its pretty good for retail. Where a music track and
stop frame animation is seen as some form of genius.
Get a global celeb at your own peril.
Most will bag it unless you absolutely nail it.
But this is pretty good. The challenge is always integrating the celeb in a relevant way through the other parts of the campaign.
I haven’t hated an ad this much in a long time.
Even the dude from Modern Family looks embarrassed.
I saw this the other night while watching The Voice. I thought it was great. Production values blah blah blah….. I think the performance was spot on and the people who shop at Big W will love it. All you haters can go jam it up ya ……
You lost the majority of us at “while watching The Voice”.
Credibility = 0
Seriously, don’t kid yourself that just because it’s BigW and you have idiots as customers doesn’t mean this ad is good. It’s not. The idea of getting the guy from Modern Family is good. The execution….well that’s just not up to scratch.
It’s not big enough to have any traction. Unless they’re keeping the best till the next one??
interesting that people are considering this to be a retail ad, when in fact it’s supposed to be a brand ad-point is it’s trying to be both and ends up being neither. a camel is a horse designed by a focus group.
But why. but huh? But its not funny.
But where is the editor on this telling me a story? Or was everything shot this bad?
Sooooooooo bad.
Stop it! No, stop it! It’s not funny. Stop telling yourself it is, because it isn’t. Bet you’d want your money back if the humour from this spot was turned into a full feature ‘comedy’ film…. because it’s JUST NOT FUNNY.
Surely no one here thinks that tripe is genuinely funny? I’d rather watch 2 hours of Rivers ads than that.
Am I the only one who doesn’t watch Modern Family? Doubly lost on me.