Coles, you’ve possibly made the most nauseating and best ad ever

The thing that changes for me over the summer is an increase in television watching. I basically go from watching a maximum of an hour a day of hulu to watching a couple of hours of normal tv. That’s a big increase.

Being in Sydney for a good portion of this summer, it was like being a kid in a candy store as far as tv was concerned. Ads were everywhere. As usual, some were fantastic; most were forgettable.

And one of them made my jaw drop. It was terrible. Pure horror. The Coles campaign where prices are going down down with big red hands to the murdering strains of a ruined Petula Clark classic was a shocking milestone in Australian advertising. Apart from the fact I was consistently waiting for the lead woman’s apparently impending wardrobe malfunction to materialise (buy her a larger shirt, stylists! Those buttons are screaming!), the Aussie accents are so pronounced it was awful and brilliant all at once – with the final “Look for the big red hand, Austraylya!”  I hated it but I hate to admit I also loved it.

Then one day when they were giving out the big red cardboard hands at the local Coles I was actually rushing to get there. But I missed out. And had to look at a whole heap of kids walking around the shopping centre with the hands – taunting me. Little buggers. I wanted to trip one over and take it.

So yes Coles, well played. You’ve made 30 seconds of terrible ad into something that has me referencing the Down, Down tagline in normal conversations. Yep, right down with my faith in my own good taste. And now I’m back in the US, I’m having a hard time getting rid of it because nobody knows what Coles is anyway. So I’m thinking of Coles and there are no Coles here at all.

PS: I am not kidding about buying a bigger shirt. Thank you.

Judge for yourself: Do you love this ad or do you find it nauseating? And in advertising does nauseating equal fantastic?

One comment

  • It does go down in the annals of ‘bad’ ads – the ones so bad that you remember them. It only works for a brand where the brand values are not so high that it causes consumer dissonance. Reminds me of ‘where do you get it’ ads from ages ago.

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