BBH signs X Factor star for Woolworths

Campaign 14-Apr-06

Bartle Bogle Hegarty has signed Shayne Ward, the most recent winner of The X Factor, to star in a £5 million campaign for Woolworths.

The pop star makes his acting debut in the ad, in which he is
interviewed by Woolworths' sheep and sheepdog characters, Wooly and
Worth, on "Woolworths News".

The spot, called "ladies' man", sees Ward quizzed over whether being a

hit with women has caused him any difficulties.

The commercial, which plugs the forthcoming release of Ward's debut
album, breaks on Easter Saturday as part of a TV, press, in-store and
digital campaign from the retailer.

Woolworths last used celebrities in its advertising in 2002, when it ran
an ad featuring the comedian Paul Kaye, best known for his Dennis Pennis
character.

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

Ward is also reported to have signed a £500,000 deal with Calvin
Klein to feature in a series of US press and TV ads for the fashion
designer.