Member Article

Origin Creative Captures ‘Slow-motional’ Superdrug Feeling

Customers caught in the throes of ‘that Superdrug feeling’ provide the ‘super-slow-motional’ focus of a multi-media national advertising campaign from Origin Creative.

Origin utilised cutting edge super-slow motion film techniques to immortalise ‘that Superdrug feeling’ induced by the retailer’s unbeatable offers, brilliant customer service and fantastic Own Brand products.

Origin’s through the line campaign also spotlights Superdrug’s 100% Happiness Guarantee – a full refund and 25% discount off your next Own Brand buy if you aren’t 100% happy with a Superdrug Own Brand product.

The creative agency commissioned Hollywood-based director Chris Cottam and Chief Productions to support them in producing a series of commercials shot on location at a Superdrug store and in typical customers’ homes.

Origin was briefed to build on the success of the original ‘that Superdrug feeling’ commercials, which featured people dancing in delight at the products and prices they found in store and online.

Ten commercials were shot in total, including 2 x 30-second launch executions to introduce the super-slow motion creative concept. Eight 10-second TV ads focus on different landmarks in the seasonal shopping calendar, including Father’s Day, hay fever season, Halloween and Christmas.

TV ads are complemented by print and digital advertising executions featuring stunning still photography shot on behalf of Origin by Guy Farrow. They will appear on 48-sheet billboards, online and point of sale materials.

It is hoped that the campaign will encourage social media sharing of customers’ own ‘Superdrug feeling’ films shot in slow motion, a feature of the latest smartphone cameras.

Matt Casey, Creative Director, Origin, said: “We wanted people to really understand how it feels to experience Superdrug’s unbeatable proposition: great value, brilliant customer service and fantastic Own Brand products.

“It was also important to make shoppers aware of Superdrug’s 100% Happiness Guarantee - a bold promise which confirms Superdrug’s faith in the quality of its Own Brand products.

“We set ourselves the challenge of capturing those few seconds of delight that regular Superdrug shoppers are already familiar with and slowing them down so that they can be fully appreciated by a much wider audience.

“Each ad introduces a world of heightened reality where we see customers captured in super-slow motion, experiencing ‘that Superdrug feeling’, either in-store or at home.

“This effect really brings drama and great fun to the campaign and being involved in the making of it was brilliant. Chief Productions and director Chris Cottam really put their all into supporting our efforts to achieve something truly memorable.”

Matt Walburn, Marketing Director, Superdrug, said: “Origin had a tough act to follow in building on previous campaigns where ‘that Superdrug Feeling’ was in focus.

“They more than met that challenge with an innovative and eye-catching campaign that slows down ‘that Superdrug feeling’ and makes it irresistible to those who haven’t yet experienced it.

“We are really excited about being able to make ‘that Superdrug feeling’ a reality for even more delighted customers.”

Mindshare was responsible for media buying.

This was posted in Bdaily's Members' News section by Simon Donohue .