Ocado customers find basket inspiration in funniest of places in new ad
Created by St Luke’s and directed by Thirtytwo, the spot features everyday moments people can relate to.
‘Inspired Choice’ marks the launch of a new brand platform for online grocer Ocado as it looks to communicate its core proposition of offering customers more choices.
In the new spot, viewers see moments such as a preschool play, a life drawing class and a terrible date becoming instances of inspiration as shoppers add to their online shopping baskets.
The opening scene shows how while one mum proudly films her child’s stage debut in the school play, the kid’s lamb costume turns another mother’s mind toward dinner and we see her search the Ocado app for mint sauce to go with it. In another scene, a life drawing student is inspired to pick up his smartphone mid-class and search for ‘cocktail sausages’.
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To coincide with the campaign, Ocado asked more than 2,000 people for the strangest place they had amended an online order and reports that responses included at a funeral, in the doctor’s waiting room, in a maths class, in labor on the way to the hospital, sitting on top of a ride-on lawn mower, in the bath, at the fishmongers, up a mountain, in church and even on the toilet.
Al Young, joint chief creative officer at St Luke’s, said: “Shopping with Ocado means you gradually populate your basket as inspiration strikes. The creative twist is, sometimes, shopping becomes a covert operation. Thirtytwo has delivered precisely the funny, nuanced film we all hoped for.”