WHILE the birds are going “cheap, cheap” in Woolworths’ new ad, viewers are mostly going cringe, cringe.
Ever since Samantha Jade revealed herself as the voice behind the tune by fronting what appears to be a lipsynched commercial for the supermarket giant, she’s been copping a fair bit of flak on social media.
Jade will animated Woolworths birds, Woolie and Percy. Source: Supplied
While it’s undeniable that Jade is an extremely talented singer and that she looks gorgeous in the promo, many viewers have called the ad “cringeworthy” and “cheesy”.
That Woolworths as with Samantha Jade and singing birds just made my hair bleed. #imacelebritygetmeoutofhere
— Paul Verhoeven (@paulverhoeven) February 1, 2015 I don't normally criticize on here but the woolworths Ad with Samantha Jade is just cheap & cheesy 😁😁😁
— keithurbancrazyfan1 (@kucrazyfan1) February 1, 2015 I hope woolworths paid Samantha Jade handsomely for that terrible ad.
— Mami Mai-Tai (@Mami_MaiTai) February 2, 2015 could samantha jade be lip syncing any more in that woolworths ad? my god
— ☆ kate (@woahkate) February 1, 2015 The commercial sees the X Factor winner belt out the jingle, sung to the tune of Rockin’ Robin, alongside two animated birds which have featured in Woolworths’ ads since September last year.
The 27-year-old dances and makes bird-like hand actions next to her feathered friends (named Woolie and Percy) inside a recording studio.
But will the ear worm pay off for the brand?
Simon Lee, Executive Creative Director and joint owner of independent advertising agency The Hallway, says despite the criticism, Woolworths don’t necessarily care about what people’s opinion of their ad is.
“They care if people are going into their stores and buying their products, not always whether people think it is a good or bad ad,” Mr Lee told news.com.au. “While not personally being a massive fan of the ad, there is lots of evidence in Australian advertising history to suggest that it will work.
Samantha Jade does the #cheapcheapdance during filming for the ad. Source: News Corp Australia
“If you look at the success Coles had with their Down, Down promotion, this is Woolworths equivalent. While Coles chose ageing rock stars, Woolworths have chosen a better looking performer who is an attractive, talented, Aussie girl next door who is not an unattainable massive celebrity.”
Mr Lee added that while he can understand the ad may be seen by some as “cheesy”, this type of approach would have been very considered by the brand and agency.
“I can see how the average Australian consumer won’t be jumping up and down saying they love it but they wont be turning it off either. It’s a memorable track that you almost can’t help but remember and it’s this sort of melody that unfortunately will stick in your mind.”
A second ad was filmed with the ball kids at the Australian Open. Source: News Corp Australia
The ad hadn’t been well received. Source: Supplied
The recording studio ad is complemented by another commercial which sees Jade do the “Cheap Cheap” dance with 50 ball kids at the Australian Open.
She then calls for people to “show us your cheap cheap dance moves” and upload a video of themselves to social media along with the hashtag #cheapcheapdance for a chance to win a $1000 gift card - a strategy Mr Lee says was “risky”.
So far there is one entry on Instagram and none on Twitter.
As for why Jade chose to partner with the brand and get involved in the dance initiative: “I’m really excited because I’ve grown up a Woolies kid. We lived about five minutes from Woolies in the car,” Jade told The Daily Telegraph.
“It’s a really real partnership and its an iconic Australian brand Woolworths. And to be apart of that is an honour for me, you know I’m an all Australian girl and its an all Australian brand.”
What do you think of Samantha Jade’s ad? Does this make you more likely to shop at Woolworths? Leave your comments below.
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