DLKW Lowe take Ant and Dec to Morrisons

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DLKW Lowe continues its collaboration with supermarket chain Morrisons in its latest campaign featuring TV presenters Ant and Dec. The new campaign replaces a string of ads fronted by cricketer Freddie Flintoff. 

Under the new strapline ‘More of What Matters’, the Geordie duo use their usual charm on Morrisons’ specialist employees.

The director of the first two ads spoke to The Knowledge about the pitfalls of using real employees.

In the first ad, the two meet a Morrisons fishmonger who takes them to a fishing port (filmed in Whitby), while the second ad features the duo meeting a butcher. Filmed in Peterborough, they find out where some of the supermarket’s meat comes from.

One of the main challenges of the shoot was getting the right performance out of the experts, as director Finn McGough (Rogue) said: “In many ways their job was harder than Ant and Dec’s whose role was essentially to ask questions and deliver jokes. The fishmonger and butcher are not actors - they are genuine Morrisons staff and yet they had to deliver scripted lines with a lot of essential information.” 

“They also had to be warm and confident on camera - no easy task when you're airlifted out of a supermarket and dropped into the madness of a film set with dozens of people looking at you and two celebrities at your side.”

Morrisons are making full use of Ant and Dec with sponsorship of their primetime ITV shows Britain’s Got Talent and Ant & Dec's Saturday Night Takeaway.

To go behind the scenes of the shoot, head over to our Facebook page.