Following murmurs from marketers that celebrities in adverts can provide less than A-list returns, one high-street retailer has decided to innovate – by approaching their parents.
Discount retail store TJ Hughes is this week expected to roll out a series of TV ads that use the unknown relatives of famous faces to promote its products.
So far the campaign has reportedly attracted Carol Vorderman’s mum, Robbie Williams’s dad, Wayne Rooney’s brother and the mother of Jonathan Ross.
The budget ads, due to be screened as part of the store’s charm offensive to become a top British retailer, are designed to snub ads that pay stars six-figure sums to plug a product.
TJ Hughes’s chief executive Robin Dickie told the Sunday Times: “Our customers aren’t daft. They know that celebrities come with a price tag and we want to prove that, unlike some high-street retailers, we aren’t prepared to incur this cost and then pass it on to the buyer.”
In a separate development, a couple who have spent 14 years trying for a child are to advertise their plight on the side of London Buses, in a £2,000 bid to find an egg donor.
Mar 20, 2007
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