I'm So Excited!

Overview

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In 2022, Wowcher asked us to create a new suite of TV and digital ads that would cut through the noise and drive real, measurable response. The aim was twofold: encourage repeat purchases from their core audience of women under 55, while also reaching a new, older demographic of women aged 55 to 69. The campaign needed to feel familiar yet fresh - building on the success of previous work while broadening its appeal.

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The Challenge

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The biggest challenge was striking the right tone for two very different audiences. We needed to keep the humour and energy that speaks to a younger demographic, while also feeling relevant and accessible to older viewers encountering the brand for the first time. To do this, we tapped into the cultural zeitgeist with Katherine Ryan a face instantly recognisable and widely trusted, with a deadpan delivery style that lands across generations. Her presence brought a sharp, witty tone that felt universal, bridging the generational gap with ease.

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We used an instantly recognisable track - nostalgic for older viewers, but still widely known by younger ones - helping ground the campaign in something familiar and emotionally resonant. Visually, we leaned into bold, attention-grabbing moments. Each execution was designed to be high-impact, almost deliberately over-the-top - from the grandeur of a French chateau to the surreal contrast of a quad bike and a llama. The mix of luxury and absurdity became a signature of the campaign, designed to make viewers stop, laugh, and look twice.

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