Just when you thought they couldn’t get any more brash, Coles has launched a new “Unreal Deals” campaign, featuring a new superhero character called Col.

This morning the supermarket chain put a “teaser” news-style 30-second clip on its YouTube channel previewing Col, using clips from the new TVC.

Created by agency Big Red for the supermarket chain the new 30 second spot set to air tonight features the red-and-yellow lycra suited superhero is seen running around a store offering “unreal deals”.

A voiceover proclaims: “Meet Col, a regular guy with unreal powers. He can slash prices at the point of a finger. He doesn’t do it for fame or fortune, he does it to help Australian save lots of money.”

They have also produced this handy infographic showing how you can make your own Col costume.

It follows the chain’s use of ageing rockers Status Quo and their “Down Down, Prices are Down“ campaign.

What do you make of the latest Coles offering? Have your say using the form below.

The teaser:

The new ad: