Mitre 10 is with you all the way this Christmas in newly launched campaign via FCB New Zealand
Launching today on social and Sunday 13 November on TV, Mitre 10’s new Christmas ad, developed by FCB New Zealand, brings the next instalment in the humorous and heart-warming story of Pete (home improvement legend) and Grant (legend-in-the-making).
Following Grant’s great success with his first DIY project under the guidance and encouragement of Mitre 10 team member Pete, the storytelling continues the relationship between the two and again centres on Mitre 10’s brand promise, ‘With you all the way’.
Says Jules Lloyd-Jones, chief marketing officer, Mitre 10 New Zealand Ltd: “It’s long been said ‘don’t make ads with animals or with children’ – well, we did both for our new Christmas ad and it was an absolute delight, both in the making and the final content. Grant’s daughter was a treat to work with and everyone on set fell in love with the puppy Kevin.
“We’re all excited to see the next chapter in Pete and Grant’s bromance streaming into Kiwi homes and hope it provides some inspiration for our customers at this special time of year.”
Client: Mitre 10 New Zealand
Creative Agency: FCB New Zealand
Production: Good Oil
Director: Adam Stevens
Producer: Andrew ‘Macca’ McLean
Media: FCB New Zealand
21 Comments
Just do something not bad and not good like this 🙂
Cannot believe that in a time when every single rescue shelter in NZ is bursting at the seams with unwanted dogs and puppies that Mitre 10 and their marketing dept come up.with this irresponsible ad. Ask any shelter /SPCA and they will tell you Jan to March is busiet than ever with unwanted pups! Do the right thing and pull this ridiculous ad
100% agree with this.
Vet and shelter volunteer here. Puppies are not for Christmas – a very irresponsible advert. What were you thinking?
A really irresponsible advert.
Pets as Christmas presents is pretty archaic these days and actually a quite harmful thing to promote. Anyone connected to SPCA or animal shelters would happily explain why.
Mitre 10 and those in charge of their marketing need to do better.
I completely agree. I think the kennel that was made could have been taken to a shelter so that the story is about giving to animals in need. Some of which were given as presents last year.
soft drink, fast food, consumption ads are fine… muppets
Using animals as Xmas pressies to promote your store is disgusting.
Totally agree, fire the marketing department
Who is the actor that plays the mum. She looks familiar
I am sure I know that actor who plays the mum
I agree it is totally irresponsibleand archaic to promoe a pet as a Christmas present. As a long time member and supporter of the SPCA, history proves that there is no long-term commitment to caring for the animal and the novelty soon wears off. The animals are often ill treated and abandoned. Is this the best Mitre 10 marketing can do?
Would it not have been better to take her to the shelter and then make a kennel for a dog more in need? Some of which were probably dumped from last Christmas??
It’s such an antiquated way of looking at a pet
I’m in total agreement with all those who have commented that encouraging people to buy/get a puppy at this time of year is inappropriate and poorly thought out. Far too many people are unaware of the commitment involved in adopting a puppy and all too soon the novelty wears off. And who’s the loser in all this? The poor puppy, of course. I suggest Mitre 10 instead puts some of its huge (mega?) marketing budget into generous donations to various animal shelters around the country.
Irresponsible to be showing gifting of pets for Christmas. Much better options available
All the bleaters are out in force. Love the ad
Go to your local shelter or better still go and see the hundreds of unwanted dogs being euthanized and then let’s see if you bleat !!!!
Totally irresponsible advert when all the animal rescue agencies are overrun with unwanted dogs. A dog is for life not just for Christmas and not even a comment by Mitre 10 to support this !
Yep. Totally irresponsible. I live in South Auckland, and see the amount of cats and dogs that have been dumped as people can’t afford them. Shame on your Mitre 10. And FCB you should know better.
Most Irresponsible ad I’ve seen from a supposedly reputable company.
Get over it…. Who’s to say the dog wasn’t a rescue?? No where in the advertisment does it indicate the dog came from a breeder and they paid an expensive price for it… Don’t assume…