Meet the Colemans in a new soap opera by Ogilvy Auckland for Countdown supermarkets
Ogilvy Auckland has launched Meet the Colemans, a new prime time television soap opera, last Sunday night (17 October 2010). The series featuring the lives of the Coleman family – Dad Rob, Mum Nikki, with their teenagers Jess and Wills (plus a brand new baby) – is about to be regular viewing, especially for folks watching ONE News of an evening.
Focused on the Countdown supermarket brand, Meet the Colemans is the first real “soap opera” series of commercials since the days of the long running Anchor family ads in the late Eighties and early Nineties.
These commercials focus on the everyday adventures of the Colemans, a fairly typical Kiwi family. Nikki was a Countdown Assistant Store Manager until the surprise arrival of baby Joshie.
Wills, a university student, works part time in the supermarket and he, Jess and the rest of the family have to adjust the way they live to the demands of the expanded family.
Countdown supermarkets provide the background set for the extended series of ads that, over coming months, will track the lives, loves, mishaps and moments of occasional family mayhem that the Colemans encounter.
Progressive Enterprises’ General Manager – Marketing & Communication Elizabeth Ryley says, “Following the lives of a family like the Colemans gives us the chance to show, in interesting and engaging ways, how Countdown always has the smart solution for the everyday needs of Kiwi families.
What’s more – because of the nature of families and their needs – there are endless wonderful story lines, all of which provides us with entertaining and relevant ways to showcase how Countdown helps enrich our daily lives.”
Destined to run over several months, the saga of the Countdown Colemans was produced by Auckland agency Ogilvy with Progressive Enterprises Limited.
Executive Creative Director Damon O’Leary says, “The adventures of the Coleman family represents classic reflective advertising – which is ideal for Countdown – a brand that is part of the fabric of New Zealanders’ lives.”
In another twist, the Colemans soap opera occupies an exclusive slot 6.10 pm slot on TV ONE. Together with the existing Countdown Smart Shopper ad series, featuring top TV chef Richard Till, the Colemans have the entire two minute nightly ad-break to themselves. The series also runs across the daily ad schedule of the main television networks.
CREDITS
Clients: Elizabeth Ryley, Bridget Lamont, Jacques Losken, Denise Cohen (Progressive Enterprises Ltd)
Creatives: Damon O’Leary (ECD), Richard Loseby (Creative Group Head), Martin Hermans (Creative Group Head), Graham Dolan (Creative Director) and Billy Hawley (Senior Art Director)
Director: Chris Dudman, Robber’s Dog
Producers: Amanda Chambers and Anna Stuart (Robber’s Dog)
Suits: Amy Dufty (GAD), SIobhan Partington (COO) and Jessica Frankland (AE)
3D animation: Martin Spencer (Editor)
Stills: Sarah Palmer (Photographer) and Alice Pritchard (Photo Studio Manager)
Media: Samantha Osborne (Business Director) and Anna Gethin-Jones (Media Manager)
Studio: James Davison
22 Comments
But does Pegler have a recurring role?
I fap over Pegs.
Where can we view this spot?
where’s the digital ? or doesn’t that matter ….
http://www.countdown.co.nz/the-colemans
It’s on their website http://www.countdown.co.nz/the-colemans
Why did they wait till Mr Taine left the building before they ripped his anchor family off?
It’s not the Anchor family. Its totally different. They’re the Colemans.
I think the pug is going to steal the show somewhere along the way. He looks like he could be horny so what’s the bet he shags the leg of the daughter’s new Munta-like boyfriend who runs out of the house embarrassed. Cut to next day. Mum & Dad laugh as they shop for tissues in the tissue aisle, reliving that sidesplitting moment.
Your right they aren’t the Anchor family! The Anchor family were so likeable and you really felt like part of the family watching them on their journey. So far I am just not liking the Colemans, the acting is terrible and well it just doesn’t feel real. Great idea but I don’t think it has been pulled off. Still, early days maybe they will grow on me…
Had to ask a household shopper with children why the cabbage was so important.
Apparently you use a couple of cooled cabbage leaves in your bra while breastfeeding. I enjoy how targeted that moment is.
I also enjoyed Pegler’s performance. That man is a real treasure.
I thought the Anchor Family was Roy Meares. Still, it’s a blatant rip.
Pegz is a star. Surely cast from the couch of shiporne partiefun…
Red sheddy you’ve got talent.
Butter, you’re such a moron. But that is placing you on too high a pedestal. No, you are the idiot who licks clean the pedestal, upon which the moron sits.
Cringeworthy at best. No basis in reality, how many families of the socioeconomic background of the Colemans actually work in supermarkets. Interesting how the Pacific Islanders in the ads play supporting roles when in actual fact they make up the bulk of the workforce in reality.
The pug is definitely the best thing on the ads, get rid of the family, keep the pug. It’s far more entertaining! What a neat idea if the pug could recommend a range of dog food and accessories!
Are the Colemans a real family in real life???Or are they actors playing the part of a real family????
na they’re nt a real family. I know the girl who plays the daughter so….yer 🙂
love the little boy so cute!!! And the pug way cool.
Are the Colemans a real family in real life???Or are they actors playing the part of a real family????
varick nielson plays the the redundant father
The Colemans are a great family, this is what television is missing these days. The other day I turned on the TV and there was an ad where a man was talking to his daughter about learning how to swim, it was an interesting ad because he didn’t know how to swim! Yes, I said it was an interesting ad, but it lacked the emotional impact the countdown family had. I love shopping at countdown