Wieden + Kennedy’s major new Tesco campaign, Love Every Mouthful, kicks off with a commercial celebrating great food. It made us (and some of you) think of one food in particular – Ice Cream
The ad’s soundtrack is the Battles track of that name. In 2011, Spanish directing trio Canada shot the music video for the song: in our October 2011 profile on Canada they explained that the idea for it was to “deconstruct the concept of an ice cream” using “playful imagery … related to ice cream: its texture, its lickability, its emotional side etc”. Here’s their film:
As some readers have pointed out on Twitter (thanks @joebgwhite), similarities with the Tesco ad, which was shot by Daniel Wolfe, could be argued to go beyond the music. But, before commenters get their pitchforks out below the line, for me this falls more under ‘reference’ than ‘rip off’. As much as it may recall the Canada video (which, to be fair, is unavoidable because of the soundtrack and subject matter) the ad also reminds me of Wiedens’ own Lurpak work…
…plus any number of fast-cut-vignette-style ads and videos from the past.
Here’s another spot from the campaign, Strawberries, with a completely different soundtrack. Same visual style but, in the absence of the Battles song, it doesn’t feel like the Canada promo at all.
So, aside from the fact that both films deal with the sensory pleasures of food and share some stylistic elements, I think it’s the song that is key to making awkward comparisons inevitable. Why not avoid the risk and just choose a different track?
No doubt such considerations were fairly low down the list of priorities for Tesco when putting this campaign together. So let’s consider the bigger question – whether the new Tesco strategy is an appropriate one. I suspect people choose Tesco overwhelmingly because of price, which is why its Every Little Helps line worked so well for so long. Now we are asked to go there because Tesco is passionate about food – well, so are a lot of other retailers, big and small. And they have more claim to that territory than Tesco does.
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The July issue of Creative Review is a type special, with features on the Hamilton Wood Type Museum, the new Whitney identity and the resurgence of type-only design. Plus the Logo Lounge Trend Report, how Ideas Foundation is encouraging diversity in advertising and more.