The zany world of MACE takes on St Patrick's Day in the latest instalment of the Irish convenience store's daring reinvention.
UK & ROI Supermarket brand, MACE, is on a mission to overturn the stale conventions of convenience store advertising. Their recent ‘maximalist’ brand spot saw Ogilvy Dublin and hybrid production studio Piranha Bar introduce a keytar playing armadillo, a space-dwelling tiger and a toupé wearing dolphin amongst a host of other inter-dimensional visitors and a bunch of manic customers literally dancing their heads off.
Also created by Ogilvy and directed by Gavin Kelly, the latest spot gives the MACE madness a special Irish twist for St Patrick’s day retail deals on Friday 10th March. Breakfast items stroll down the aisle, a slow-motion MACE-faced rugby player chomps on snacks before a disturbingly manic snake-charmin' Michael Flatley reject plays to cartoon snakes with tiaras and wigs. Just a normal day at the store then…
“These spots were a lot of fun to make. MACE and Ogilvy have really challenged the definition of supermarket advertising to create something funny, eye-catching and unexpected.” Comments director Gavin Kelly, “This was a great project for the Piranha Bar studio as we got to indulge our love of animation and live action hybrids. It's not every project where you get asked, ‘does the unicorn chihuahua have to have vampire fangs?’ but we felt that the spot should go far enough to make you think someone had tinkered with your in-store latte…”