Expert bucks trend with new TV ad

In an environment where even big brands are slashing ad budgets, first time TV advertiser Expert Electrical has turned around a live-action TV ad in just days. Under Covid-19 rules, Expert, which represents 67 owner-operated retailers across Ireland, is operating online and phone deliveries, a message it has been keen to share with consumers.

The TV ad is the work of Coco Content, Jude Healy Creative and Screen Scene.

Tony Murphy, head of marketing at Expert Electrical, said the company’s local nature has been a big USP versus multiples – they have even opened stores on Christmas Day to get ovens to customers. “It’s even more relevant in the crisis,” Murphy said, “to the extent even the Gardai are calling on us to help people cocooning’.

The TV ad was shot under social distancing conditions with an Expert store standing in as multiple homes. Coco cameraman Ken O’Mahony was then brought on board for post, with everyone working remotely via Zoom over last weekend. Expert Ireland is part of Expert International, operating in 22 markets with 8,000 stores worldwide.

Coco Content is one of Ireland’s top TV production companies, whose credits include Room to Improve, First Dates Ireland and Home Rescue. Jude Healy Creative was set up by Jude Healy, a former senior creative at Rothco and In The Company of Huskies. Healy works with brands and agencies on building brands from scratch to individual projects.





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