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Halfords ad elicits British nostalgia

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Bicycle & car parts retailer Halfords has launched a new advertising campaign based on the feelings elicited by memories of British summertime.

Launching this week, the retailer drafted in DLKW Lowe, a creative agency behind adverts for other well known British brands including Morrisons and WHSmith.

Executive Directors of DLKW Lowe, Richard Denney and David Henderson, designed the advert aware of the new trend of the ‘staycation’, which sees more and more people vacationing at home rather than taking a trip abroad.

With the ending slogan: ‘The best trips last a lifetime’, the advert will appear on television and online portal, YouTube.

The ad centres around the idea of the 70’s compared with the present day, as a boy and a girl from the bygone era are seen playing with the children from a family in 2012.

Halfords is hoping this new initiative, with the soundtrack song, ‘Into the Valley’ by British 70’s punk band, ‘The Skids’ will conjure up ideas of a simpler time, before the invention of computers and modern technology.

In April, Halfords CEO David Wild announced plans to concentrate on promoting its brand through marketing, fitting resources and enhancing multimedia. Other recent incentives to develop the brand have been the Click & Collect service. This service has been updated to now include a next day pick up to any of its stores in the UK.

Commenting on this latest marketing ploy, Wild wants to remind the British public on the integral part the company plays in the pleasure gained from outdoor pursuits on holiday.

Like its competitors, the automotive retailer is capitalising on the run-up to the Olympics, which will see millions of tourist descend on the city over the summer.

Many retailers are using patriotic imagery and British-themed promotions to try and boost sales ahead of the Queen’s Jubilee and the London Olympic Games this summer.

Department store group John Lewis, which also used a cover of a well-known song in their recent Christmas advert (a re-recording of The Smiths ‘Please, Please Let Me Get What I Want’), released its London Olympics product line last month ahead of the summer games, offering 3,000 official London 2012 goods to customers across its UK stores.

Wild will be hoping that some of the goodwill expected from the summer’s celebration will also help Halfords in the months ahead.

“Our products and services are designed to ensure our customers have everything they need for their great getaways,” he said.

“So we want to remind people of the part Halfords has played in their holidays and how we can help again this summer.”

Published on Wednesday 16 May by Editorial Assistant

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