TheMarket & HowtoDAD do Xmas

AUCKLAND, Monday: The Warehouse e-commerce site TheMarket has launched its Get Christmas All Done TV campaign, created in collaboration with Jordan Watson of Kiwi parenting site HowtoDAD and his wife HowtoMum during the lockdown.

TheMarket GM Catalina Wilkinson said: “After New Zealand was suddenly put into alert level 4 restrictions and the unknowingness of when it would end, TheMarket had to quickly pivot their Christmas commercial concept, which was only days away from being produced.

“They partnered with the Watsons to create a new concept and shoot the ad in Tauranga, with TheMarket directing, via Microsoft Teams.

“We landed on a concept that captures the reality of what New Zealanders are currently living in being stuck at home, all with a bit of tongue-and-cheek Kiwi humour.”

“The ad centres around ‘dad’ obnoxiously scrolling on his phone while eating chips on the couch.

“We landed on a concept that captures the reality of being stuck at home, all with a bit of tongue-and-cheek Kiwi humour.”

“I am really proud of the team for essentially going from brainstorm, concept, production and to final cut in only 14 working days – a normal television ad takes a lot more time but it turned out great.

“The biggest challenge was getting talent, a filming location and product at short notice, all while ensuring the production was of high quality.

“I enjoyed the new challenge of filming the ad under covid restrictions. We pitched a few concepts into TheMarket and were initially prepared to shoot it ourselves in our home, but we welcomed the level two announcement that allowed us to get the help of Hawke’s Bay-based production house, The Story Co, in to help.

“To help bring the campaign to life further, HowtoDAD also shared his Top 10 Gift Picks on TheMarket blog.”

CREDITS

Creative Director: Julie Ballereau (TheMarket)
Copywriter: Jason Watson (HowtoDAD)
Marketing Manager: Catalina Wilkinson (TheMarket)
Producer: Daniel Betham (TheMarket)
Assistant Producer: Belinda Innes (The Story Co)
Realisator: Steve Lawton (The Story Co)
Editor: Adam Davey (The Story Co)
Assistant Editors: Micheala Radonich, Javier Castro Sanchez (TheMarket)
Storyboarding: Timothee Noakes

About TheMarket
The site has 5000+ brands, including local Playpark by Karen Walker, Barkers, ilabb, Marlow, Noel Leeming, Father Rabbit, Hyper Ride, Wine Runners; and international brands Lancôme, UGG, Lacoste, General Pants, and Cotton On. TheMarket is independently operated but backed by The Warehouse Group.

• themarket.com