Coles launches ‘There’s no Freshness like Coles Freshness’ spot via agency Big Red, Melbourne
January 31 2012, 12:14 pm | | 49 Comments
Coles, via agency Big Red, Melbourne, has launched a new jingle-based spot titled ‘There’s no Freshness like Coles Freshness’ – fronted by Curtis Stone – to promote its promise of the freshest, seasonal fruit & veg.
49 Comments
You should be ashamed of yourself HORTON.
That’s it, I’m quitting this business!
Seriously, another steaming load of hormone free vegetarian crap.
Sad this iconic brand accepts this. It’s not good enough to ‘get away with it’.
Coles should lead in advertising, not congratulate themselves on how they’re paying bugger all for the product.
Looks bad
Sounds bad
Is bad.
Was this a bet? Clearly it has to be . . . The visuals are one thing but the track is diabolical. What client would be proud to be associated with this?
There is obviously engagement with the audience; but I can imaging anyone will be singing this one in the shower . . . How on earth did the demo track become a final?
There’s an old saying that no-one ever went broke by underestimating the intelligence of Australians. A winner all the way. Well done, Teddy.
More great fun guys!
Already humming this one about the office and is it just me or does Curtis get hotter and hotter?
Two thumbs up!
B) “We never freeze, we never thaw” – I bought brocolli from Coles this morning that had ice all over it.
Must we continue to inflict this crap advertising on people if it’s not even true?
Never mind this steaming pile of poo, check out the ‘Ask Sam’ stuff that popped up under related videos.
http://www.youtube.com/watch?v=Q9Rh8Z1F-zw&feature=relmfu
I’m not sure what’s worse, the freshness rubbish or this blatant copy of Old Spice.
Coles knows what it’s doing.
The strategy is simple: they want to convince people that they’re cheap, without actually being genuinely cheap. So what they do is this:
Drop prices on certain everyday items like milk, and make a big deal about that. Meanwhile, subtly raise prices just a little on all the discretionary buys in the store, to cover the discounting. So total basket cost, if you like your little extras, is pretty much the same as it always was.
Then, make your advertising so god awful, nasty, crude and clearly cheap that you FEEL cheap. You SOUND cheap. You LOOK cheap. So, therefore, you must BE cheap.
This worked for years for Harvey Norman. HN was actually at least as expensive as David Jones for a lot of things (TV’s, fridges, etc) but because they looked and sounded cheap, people thought they were cheap.
Most people don’t actually do the sums. They just shop where they think will give them the best price.
Coles is creating that perception. That’s why their work is so awful, because it’s designed to fool bogans and morons into believing they’re getting a great deal.
Sadly, it appears to be working.
The only answer is to support your local independent supermarkets, use markets and farmer’s markets, and pre-record any TV you watch so you can fast-forward on 32X all the shitful ads like these.
I don’t shop there anymore
Fresh Idea’s?
Recycling old ads.
Rubbish
Fresh food, fresh ideas from Coles to help us guys out and now fresh advertising.
People talk about how tough it is in the fields and they arn’t half wrong I tell ya! But stuff like this makes the days easier knowing they’re right behind us.
The boys will be humming this in the fields
Are you telling us Ted thinks we are all stupid? Every single Australian?
If he spent more time on an idea and more money on the execution as opposed to music publishing rights with shit re wording and re recording he wouldn’t appear so greedy. It is one thing to make money; at leas do it with some integrity to your craft and with respect to the industry you are making it from and the brand you are meant to be making everyone love and feel good about.
@actual farmer – you’re not fooling anyone here buddy. Quite a pathetic effort, really. We look forward to this rubbish being pulled as quickly as your previous effort with Normie Rowe.
1.33pm is right. Coles are doing hokey ads on purpose. Makes ’em look tacky and unworldly, like they just stepped off the farm, with an armful of fresh produce, looking for some rich city slickers to sell it to – cheaply. Being country folk, they don’t want to rip anyone off and you know it’s gonna be super fresh, right city slickers. Sing a crappy song because radio is 30 years behind in the country – like pollution, criminality, multiculturalism and advertising.
Sadly the lack of sophistication in this message will sit perfectly with the great unwashed. Nevertheless, all the creatives involved should be put up against the wall – this piffle is just the sort of stuff that Coles could and would devise without the input of an ‘advertising’ agency. If the aim is to look crappy, Coles should really just do it in-house.
I actually found that this made me smile….a genuine warm smile as it made me feel good. You cynical types seem jealous….is it because it works, because it was inexpensive to make or just because Ted did it?
“Actual farmer” are you? Do you really think we’re going to believe that farmers read this website? And that farmers love Coles, even though they’re being screwed by them. Get back to the Coles marketing department. You’re pathetic.
Actual Farmer is actual Ted.
He’s quite a prolific CB blogger I’ve heard.
feeling angry about this ad? want to be cheered up?
you need a dose of milli vanilli
http://www.youtube.com/watch?v=ReklDIQS-n8
@ actual farmer… so Coles currently slashing prices for fresh fruit and veges by up to 50% forcing Australian primary producers to drop their margins or go under is “getting right behind you”. I hope your boys are lubed up.
I like the part where Curtis Stone makes that orgasm sound at the sufficiently attractive asian woman.
Besides that it’s a big steamer.
*swats fly*
Once upon a time a long, long time ago in a place called advertising land a hungry young lad “raised the bar ” and climbed to heady heights and even became a giant killer. Today, obviously weighed down by the obvious fruits of success the not so young anymore lad has become earthbound and is busily lowering the bar, sadly he just cant jump as high any more.
“Give me your tired, your poor,
Your huddled masses yearning to breathe free,
The wretched refuse of your teeming shore.
Send these, the homeless, tempest-tost to me,
We will feed them, they will be as at home at Coles.”
I’m curious about the strategy. (Well I’m curious about a lot more than that, but every other rat bag on here has pretty much nailed the creative already).
Why in God’s name, if Woolworths have spent millions establishing themselves as ‘The Fresh Food People’, would Coles try to claim the same thing with a rubbish ad like this? It’s like saying “No, WE’RE the fresh food people” in a really squeaky adolescent voice.
Coles can’t be all about freshness. Especially if Curtis Stone is walking around touching, snaping and sniffing all of the food in every single shot. Seriously, get out of the food, you douche. In fact, I’m amazed the DOP managed to fit that jaw of his inside the 4:3 safety margin.
Ok, rant over.
I think it’s nice that Ted is using terminally ill women to sing his jingle. Support on Ted, good onya.
I don’t think I need to watch this to laugh at how bad it is.
Actual Farmer, you are an Actual Cock (that is a farm animal to those of you that dont recognise the term)
As it happens I’m a farmer who happens to be involved in advertising as well and both Coles and Woolies screw us down harder and harder each year. When they get in to a price war on a product all that happens is that farmer is screwed even further. Ask a dairy farmer how painful it is when they shave another cent off a litre. Ask a fruit grower when they push down ever harder. Their shareholders might be happy but we, the growers, get fucked over
Googled this ad after everyone at netball was talking about it and how good Curtis looks!
Just such a cute little ditty and also coming from the country it really pulls at my heartstrings. The marketing team are sure to get a great ROI on this one.
Kudos
By the way, that’s Ted singing the background harmonies( good Mo&Jo training)They treated this business the same way ,they never worried about what the supposed advertising elite thought.And both them and their clients went through the roof.
Looks crap since no freshness, its no point of showing off.
They made a fair bit of money making ‘Final Destination 5’ but I’d rather die knowing I’d made Taxi Driver.
KEEP CHURNING IT OUT TED.
YOU’VE GOT WOOLIES ON THE RUN.
THESE F……G JUNIORS HAVE NO IDEA.
Ted may think he’s a musical genius, but he can’t play a thing, so WHO is responsible for the horrible music in this and the Normie Rowe ad? It’s time to name and shame.
Can’t stand this rubbish spot, nor anything else that’s spawned from Ted’s ‘Today Tonight’ school of ad-making.
He’s got his clutches onto Target too, ruining another decent brand forever.
Sigh. Stupidity for the masses.
I note the spot has been taken down. But while I was on YouTube I took at look at the sh-t that is the Normie Rowe spot. Wish I hadn’t. F-ck me that is awful.
I swear to God this must be a nightmare. These ads are getting worse and worse. Is that even possible?
Mate, i don’t care what you’re “strategy” is!. The fact that you’re hurting the COLES brand and making harvie-norman ads look good has got to be a red flag. All you’re doing is making any level headed person think is if COLES is skimping on making decent ads and hiring a decent advertising agency, what else are they skimping on? How the hell can I be assured that they can even afford to stock fresh food when they can’t afford good ads. At the very least decent looking ones.
Cheap is not a platform. If it were Aldi would be No.1. You can’t hope that all of us a tight arse consumers that don’t care about quality. Besides the moment you go low, someone else can go even lower. Fark me, i’d rather drive to a Woolies than to be seen shopping at a Coles.
So what’s next Teddy – Why not reach the “Real Australia” and have Curtis singing and dancing holding a few tomatoes at your local Centrelink office. Don’t worry the first one’s free. Or better yet let’s continue to rehash old musical numbers and change the words to food and fresh. GREASE? Rocky Horror Show? Oops, i think i just gave away you’re whole marketing plan, sorry.
This is not even about awards anymore. I personally dont give a damn about any of that. Its about striving to be better, not appealing to the lowest common denominator. Call me naive but i believe our job is to reward our paying clients with our best efforts. And THAT’s the best you can do? Cuz Mate if you just can’t be asked, just put it up for tender and let some other fool that actually cares have a decent crack at it.
We all know the palace doesn’t deserve Target these days. The last two years every major commercial plagiarized from either music clips or old international campaigns. Horton certainly doesn’t deserve it either. Can a real agency please go out there and get it..
Um, unless I’m wrong, I think Actually Farmer may actually be dripping in sarcasm.
As for this steaming turd. I don’t care if it’s working its arse off. It’s wrong and it’s bad. And it’s a very quick race to the bottom from here.
I think you chaps need separate your feelings about Ted, Coles’ business practfices, Coles’ advertising practices and whatever else has your knickers in a knot from the actual content of the ad.
It is a harmless ditty using a famous ditty. Not particularly well done, but not particularly badly done. Ted has done similar before, but so have many many others in our business.
It’s no more (or less) vile than the ‘Duke of Earl’ Decore spots from years back which AWARD, to their eternal shame, chose to honour.
The venom says more about the spitters than the spittee
The reason the spittee cops it is because he used to be talented – check AWARD annuals going back to prehistory, so there’s good reason to ask WHY? Greed? Past the use by date? C’mon, when you’ve been at the receiving end of a CD’s wrath for presenting what the bearded-one calls SHIT, you have every right to turn the tables and ask the same question when the time is right. And right now is the right time.
Decore ‘Duke of Earl” circa 1988
http://www.youtube.com/watch?v=1b3p8cJeNgc
1. An idea
2.. Better picture quality
3. Better sound mix
4. Condierably better direction and talent performance
As there is no on camera vocals in the latest Coles commercial where you in fact comparing Decore to the Normie Rowe ad Perspectibe? Again the 1988 version wins.
Decore ‘Duke of Earl” circa 1988
http://www.youtube.com/watch?v=1b3p8cJeNgc
1. An idea
2.. Better picture quality
3. Way superior recording and sound mix
4. Considerably better direction and talent performance
As there is no on camera vocals in the latest Coles commercial were you in fact comparing Decore to the Normie Rowe ad? Again the 1988 version wins.
Please god make it stop! HORRIBLE!
Hey Beethoven. The arranger is called “Making a living and putting my kids through school”. Perhaps you might like to try freelancing sometime. Tends to cure the soul.
I seriously feel like sticking a gun in my mouth every time that commercial comes on. Why are they doing this to us? ..and that celeb chef, are they really paying you that much that you continue to do these mental illness inducing ads?? I hate the sight of you, I hate your stupid voice, and in the earlier ads with Cathy Freeman?? WTF? No wonder she had barely any dialogue, she’s as dumb as a box of hammers!
All I think of when I see coles adverts are the words of the great Bill Hicks….’If you are in advertising…..go shoot yourselves, no seriously, shoot yourselves….’
@Beethoven
Have you ever heard of a “brief”?
Musicians create the music that the “creatives” want to hear.
(And then get paid a pittance for their work.)
Do you have any idea how this industry works? Obviously not.
Would Coles please insist that Curtis Stone articulate…………..I’m furious each time he say’s “AUSTRAYA” – what is wrong with you people????
We live in “AUSTRALIA” & proudly so, you should know better – just listening to him mis pronounce the name of our beautiful country makes people want to scream…… I live in Rural NSW & our local Coles carries the least fresh produce in our city of 25,000 it is overpriced & wilting, – I shop in Aldi & Coles because I don;t like Woolies but at least Woolies produce section is well kempt & looks fresh…….No wonder people are turning to Aldi – their F & V’s are always fresh.
This knowledge is hard enough without the “AUSTRAYA” each add, he is never corrected – he say’s it every time. Give your add’s some credibility!
AND either improve your produce in Goulburn & the Sth. Highlands or put someone who cares in charge of the product. Kizmet
The vegies are a disgrace at Coles. I went to my local today, the variety is terrible and so many of the vegies are in terrible condition. Apples soft, potatoes soft, beetroot soft, spongy. We have fresh beetroot in our garden, how can you be selling old crap. Another thing lemons all the way from the usa to Hobart, now that sounds like an interesting idea. Last point, how do you managed to make a tomato that doesn’t taste like anything, oh and well done coles you have achieved the same with capsicum and countless other products. I worked at coles for 6 years during my youth, they were so much better then. They are going to kill themselves and the people that shop their with their approach. Hope they sink and save us from the processed diseases we will all facing in the future. They certainly aren’t encouraging a healthy diet that’s for sure. Ditch them everyone before you forget how food should taste.