Behind the Idea: ‘The last place you want to go’

Jeremy Carr is a creative partner at ad agency MCBD and foreman of 2010 D&AD press jury.  He’s well known at D&AD, having won 3 Yellow Pencils.  He’s created ads for brands as diverse as Volkswagen, The Economist and the Metropolitan Police.  Most recently, he launched the new Waitrose Essential range.

The first thing on Carr’s mind is ‘The last place you want to go’ – the new campaign for electrical e-tailer Dixons that appeared in tube stations last month in London.  “This cheeky campaign ambushed me on the rush hour Tube, when my thoughts were naturally turning to items electrical, like cattle prods and tasers.”

The campaign, created by agency M&C Saatchi, is the first for the 70 year-old brand since it became ‘pure play’ – online only – in 2006.

Carr believes the look and feel of these ads is a big improvement on past efforts. “When I think back on the great ads of the last ten years, nothing from Dixons comes to mind,' he says.  "It's hard for brands to stand out from a very crowded market when competing on low prices.  It often results in some pretty awful advertising that makes you want to look away rather than stop and stare."

Using clever writing, the ads aim to reach a wider, younger audience and recognise the way many people like to shop these days. “Most customers compare prices before purchasing,” says Dixons UK Marketing Director, Niall O’Keeffe. “Before committing to a purchase, customers tend to do a lot of research both on and offline.”

Being central shopping districts in London, Oxford Circus, Bond Street and Knightsbridge stations were prime locations for the posters. The familiar typefaces and colours avoid naming the competition, but tap into some existing perceptions about different department stores.  O’Keeffe wants Dixons.co.uk to be the savvy consumer’s last port of call.  “It really is the (last) place to shop for consumer electricals,” he says.

 
“These posters are perfectly in tune with our need to save money and our desire to have the biggest plasma,” says Carr. And from a professional point of view, he says, “These ads are that rare mix of hard working brand ads.  Deceptively simple art direction, witty writing, and what a brave strap line. The agency and client should be pleased with themselves.”

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Comments

[Richard Holt]

I just love this project.

Brave and witty, proving something simple and effective always wins the day.

I wrote about it here:
http://www.holster.co.uk/blog/bad-ads

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