How Des O’Connor saved Christmas
Posted in Advertising, Latest reporters' blogs, Russell Parsons November 14th, 2008 by Russell Parsons
In times of crisis a nation looks to its leaders for comforting words. Be it the Royal Family or Winston Churchill during the Second World War or Tony Blair following the death of the “People’s Princess”.
Maybe Tesco – stay with me here – was thinking the same when it chose perma-bronzed national treasure Des 0’Connor to front its Christmas campaign at a time of economic crisis. After all, who better to hold the nation’s hand during these tumultuous times than an avuncular broadcasting veteran? O’Connor’s assuring tones could be just the tonic to temporarily banish the financial blues, and increase footfall at Tesco.
And bonus! On visiting the omnipresent retailer, a grateful nation can pickup a copy of the crooner’s brand new album, exclusive to Tesco! World saved!
And what a deal for the ex-Northampton Town (and, err TV staple and singer) footballer – a peach of a distribution deal backed with highly visible merchandising in Britain’s biggest supermarket.
Great news for Des and even better news for Joe Public who get a chance to enjoy again the voice which the producer of his last album said deserved to be “up there with the Vic Damones, the Eddie Fishers (me neither), and yes, the Tony Bennett’s”.
Maybe Asda, who this week announced it is to eschew the use of celebrities in its Christmas campaign this year, have missed a trick. Patriarchal Christmas television perennials might be just the ticket to smooth the way for cash-strapped punters. I can see it now, Val Doonican by a roaring fire extolling the virtues of Asda’s festive treats. A comfort blanket protecting consumers from a harsh recessionary chill.
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Tags Des O'Connor, Tesco, advertising, Christmas
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lozza’s comment is....
Perhaps Tesco are actually cutting back by hiring Des O’ Conner for their christmas ads as I doubt he is as expensive as other celebrity endorsers. Take ‘Take That’ for example who donated “some” of their pay from the Marks and Sparks christmas ads to Children in Need on Friday, which amounted to £250,000.
If you think that M&S also had the likes of Myleene Klass and Lily Cole in their ads think how much they forked out for that one advertisement, I’m thinking multi-millions. Pretty sure Des O’ Conner wouldn’t warrant that kind of spend, so Tesco’s might be cutting back in their own way…
Posted November 17th, 2008 at 12:51 pm
niceone’s comment is....
Gary Glitter might have done it cheaper but he is difficult to track down . . . .
Sainsbury have Ant & Dec and Jamie Oliver
Morrisons have Denise Van Outen and Richard Hamound
Tesco has Des O’Connor - How embarrassing!
Posted November 26th, 2008 at 2:08 pm
lozza’s comment is....
I saw this ad for the first time last night and it’s clear that Tesco are really going for the ‘credit crunch christmas’approach in this ad so it’s possible they actually chose a ‘credit crunch celeb’ to match. Poor Des O’Conner! But I agree it is a little embarassing.
Posted November 27th, 2008 at 12:02 pm
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