Modern Family's Eric Stonestreet spruiks Big W in new ads

By By Wenlei Ma | 8 April 2013
Big W's latest TV campaign featured Modern Family actor Eric Stonestreet.

Discount retail chain Big W has enlisted Emmy-winning Modern Family actor Eric Stonestreet to front its new TV campaign, in a departure from its recent 'price points in a circle' efforts.

TV ads featuring Stonestreet debuted last night during a first-run episode of Modern Family on Ten.

It was filmed in Australia and showed Stonestreet making his way through a Big W store and comically interacting with customers and staff. At the end, he gestured and said the retailer's catchphrase, 'Cha Ching'. The ad is also set to Big W's rendition of Hot Chocolate song 'Everyone's a winner', which has served as the track to Big W ads since mid-last year.

Stonestreet said: “I'm proud to be the new ambassador for Big W. I know people think that living in LA is all champagne and Rodeo Drive but I have always shopped at stores like Big W to get great value.”

Big W director Julie Coates said: “As the recognisable and well-loved star of one of Australia's favourite programs, and a genuinely great guy, Eric Stonestreet is a perfect fit for the brand and we're thrilled he has come on board to promote Australia's lowest prices at Big W in the new phase of our successful campaign.

“Like Australians far and wide, Eric loves a great bargain and we are confident he'll resonate with Aussie consumers and be a great asset in communicating our value message.”

The ads are the third phase of the brand's recent campaigns and while it follows on with the same positioning and catch phrase, it has higher production values than the first rounds. The initial campaigns are heavy on graphics and centred around a price point in a colourful circle.

The campaign was devised by Saatchi & Saatchi Sydney. Plaza Films was the production company.

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