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Aussie Coles supermarket chain under fire for marketing through schools, dumbing down ads

Clients often think they can do a better job than their ad agencies and Australian supermarket giant Coles is trying to prove the point with its new ‘Down Down’ campaign.

This is at least partly the brainchild of veteran adman Ted Horton who was brought in by previous agency DDB to help on the $67m account and then hired by Coles to help them do it all in-house.

The campaign – ‘Down Down’ to the tune of the old Petula Clark hit Downtown – has been criticised in Oz for dumbing down what was a popular and successful campaign from DDB. Here’s Horton’s effort:

And here’s one of DDB’s:

Yup, it’s definitely the jingle.

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