Thinkbox
“The gastronaut”, Waitrose’s televisual homage to the sci-fi genre, featuring an astronaut pining for the delicious food he loves back home – is the January / February winner of the Thinkboxes award for TV advertising creativity.
The win is the second in as many months for the brand and its creative agency, Wonderhood Studios, after winning the November / December Thinkbox for their festive romcom-inspired TV ad, “The perfect gift”.
In “The gastronaut”, a spaceman tired of orbiting Earth fuelled only by pouches of dried space food, dreams of prawn linguine – the food he loves most – and other favourites before taking a space shuttle home and landing outside Waitrose to pick some bits and pieces.
The commercial is firmly rooted in Waitrose’s “The home of food lovers” platform that embodies the retailer’s quality, care and obsession for delicious, ethically-sourced food and is an epic re-telling of a relatively simple insight: for food lovers, food is more than fuel.
It is a continuation of the retailer’s strategy of using TV as lead-campaign medium, investing in high production values and emotive storytelling to create marketing that entertains rather than interrupts.
To read the full article visit Campaign.
Waitrose: “The gastronaut”
- Agency: Wonderhood Studios
- Creative team: India Penney, creative; Tad Buxton, creative; Jack Croft, executive creative director; Stacey Bird, executive creative director; Aidan McClure, chief creative officer
- Client: Nathan Ansell, chief customer officer
- Production company: Smuggler
- Director: Tom Speers
Warburtons: “150 years in the baking”
- Agency: Joyful & Triumphant
- Creative team: Billy Faithfull, executive creative director; Kim Hutcheson, creative; Joe Fitzgerald, creative
- Client: Sarah Graham, advertising media and brand lead
- Production company: Merman
- Director: Declan Lowney
AJ Bell: “Feel good investing”
- Agency: Pablo London
- Creative team: David Shirley and Charlie Gee, creative directors
- Client: Dave Lloyd, brand manager
- Production company: MindsEye
- Director: Gustav Sundström
Center Parcs: “Bubbles”
- Agency: Neverland
- Creative team: Jon Forsyth, chief creative officer; Poppy Donaldson and Lauren Ellis, creative directors
- Client: Sara Holt, chief marketing officer
- Production company: Untold Studios
- Director: Fred Scott
Financial Conduct Authority: “Firm checker – seal the deal”
- Agency: M&C Saatchi
- Creative team: Guy Bradbury, creative partner; Billie Gurr, senior creative; Tom Lander, senior creative
- Client: Miten Patel, head of campaigns and events
- Production company: ProdCo
- Director: Thomas Ormonde