Bashful, Sydney reveals a Trade Secret with five 30 second branded online and TV spots
Sydney-based creative and strategic agency, Bashful will this week launch a new TVC campaign for retailer, Trade Secret, to help introduce consumers to its off price retail offering.
The campaign includes five 30 second branded TVCs and will be executed through TV and online platforms.
The TVCs follow a series of scenarios which show characters revealing the Trade Secret ‘up to 60 per cent off other store’s prices offering’, coupled with humorous, awkward situations where other characters’ true secrets are also revealed. From a dad who never wanted kids, to an excitable woman who purposefully spills dinner into her dates lap so that he removes his pants.
The TVCs reiterate the Trade Secret core proposition of up to 60 per cent off the price of this season’s well-known and designer brands, in a fun and irreverent way and centre on the idea that everyone has secrets and that going to Trade Select fulfils the secret desire for a bargain buy.
The agency won the account following a four-way competitive pitch and the campaign is Trade Secret’s first refresh of their creative positioning in three years.
Trade Secret Marketing Manager, Tessa Buenen says: “Our aim is to distinguish ourselves from other retailers as the place to get current season, genuine designer labels at up to 60% off other stores prices. The campaign truly defines our key offering and educates consumers on how Trade Secret delivers great brands at low prices everyday. Bashful’s approach has helped us achieve this by bringing to life the bragging rights our consumers feel in an entertaining and engaging way.”
Bashful CEO, Simon Bookallil says: “Customers are often surprised at the product that Trade Secret stock and love telling their friends about their amazing find. We needed to capitalise on this fact. Setting up comedic situations of dramatic revelations we share an undeniable truth – the illicit thrill of the bargain when shopping at Trade Secret is a secret that’s definitely worth sharing. We wanted our campaign to reflect this and emphasise Trade Secret’s key point of difference in a fun, tongue-in-cheek way.”
Platinum Media and Communications will continue to look after the media buying. The commercials were directed by Eden Diebel through Brilliant Films.
10 Comments
Like it.
hey Bashful, want to know a secret? its 2012…
I like it. Didn’t need the reprise at the end though.
Casting and performances are just good enough to make this work. Suitably random. Like it.
It’s good. Finally someone actually WRITES a scenario into an ad again.
Big campaignable idea and great scripts but what happened with the direction? Cast is awful for the most part and the timing is all wrong. Shame. THIS is why good directors cost a fortune.
Favourite is the dad “I never wanted kids’ one.
Agree with NS, no need for reprise – much sharper without.
My, a “30 sec branded ad”. Whatever next.
so shit.
How good are the two in the first video!!!!!! Classic!