Media Doyen Ita Buttrose Stars In New Priceline TVC Via Ogilvy Melbourne

Media Doyen Ita Buttrose Stars In New Priceline TVC Via Ogilvy Melbourne

Priceline Pharmacy has continued to build on the success of its 100% Woman brand platform with a new ‘100% Beauty’ execution created by Ogilvy Melbourne.

Rebecca Tilly
Posted by Rebecca Tilly

The new film launches across multiple TV and digital networks this week as a part of the ‘Beauty of You’ campaign.

Using a combination of real women together with Priceline ambassadors Ita Buttrose, Ada Nicodemou and Sam Harris, the latest spot features snapshots of Australian women engaging in their own unique beauty moments and rituals with the help of Priceline products.

Mark O’Keefe, general manager of marketing at Priceline Pharmacy, said: “With three million Australian women shopping at Priceline every month, we have built our business around the understanding that women are not one dimensional.

“They are career women, mothers, teenagers, grandmothers, students. They come from all different backgrounds and ethnicities. They all have a different idea of what beauty means to them and those insights are important to us and worth celebrating.”

David Ponce de León, executive creative director at Ogilvy Melbourne, said: “By focusing on beauty for this campaign, we were able to showcase those unique moments in the routines of Australian women.

“With beauty in mind, we partnered with renowned director Ash Bolland to bring these stories to life. We were after an artistic sensibility to women and beauty that only he could deliver.”

Priceline’s 100% Woman platform first launched in October 2016. Past executions in the campaign include health-focused spots and, most recently, a celebration of Priceline’s partnerships with women in sport.

CREDITS

Executive creative director: David Ponce de León

Creative director: Josh Murrell

Creative director: Sharon Condy

Art director: Suraiya Lorenz

Copywriter: Carly Dallwitz

Group account director: Jessica Park

Account director: Chad Whatcott

Senior account manager: Jessica Graham

Senior producer: Charlotte Griffiths

Production company: Interrogate

Director: Ash Bolland

Executive producer: Tara Riddell

DOP: Lachlan Milne

Offline: Arc Edit

Online: Alt VFX