X-Factor star Ward set to front Calvin Klein campaign after Woolworths ad

by Alex Donohue, Brand Republic 10-Apr-06, 09:00

LONDON - Shayne Ward, winner of ITV1's 'X Factor' is to be the new face of Calvin Klein, after he first appears in the new £5m TV and press campaign for Woolworths in which he is interviewed by a sheep.

In the Bartle Bogle Hegarty-created Woolworths' campaign, Ward, who went to number one with his first single 'That's My Goal', appears alongside Woolworths' brand characters, sheep Wooly and sheepdog Worth, in time for the release of Ward's debut album on April 17.

The ad sees Ward being interviewed by Wooly the sheep, the enthusiastic entertainment correspondent on the set of 'Woolworths News', the Woolworths entertainment news show. The sheep asks Ward about fame and being popular with the ladies.

Stephen Robertson, marketing director at Woolworth's, said: "Shayne Ward is currently the hottest property in this country and our ad team has pulled off a major coup.

"The fit was an obvious one and one which we believe will excite our customers and deliver a significant sales boost on the most important music release of the year."

It is the first time, Woolworths has used celebrities in its ad campaigns in more than five years, when it previously featured Ant and Dec and Des Lynam.

The Woolworth's deal comes as Ward is signed to a reported £500,000 deal to appear on billboards and TV ads in the US for Calvin Klein. Previous stars of CK ads include Kate Moss, Christy Turlington and Arsenal footballer, Freddie Ljungberg.

Ward shot to fame after winning the final of 'X Factor' last autumn, beating competition from the likes of Journey South and Andy Abraham. The live final on ITV1 attracted an average of 9.3m viewers.

Woolworths' new campaign will feature on TV, in the press, in-store and online from April 15.

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