David Reviews

 Biting the hand that feeds us since 2002.

Iceland
"Chefs"
30s
12 September 2017
UK Supermarkets

One wouldn’t normally associate frozen food with fine dining. However, Iceland hope to change perceptions. Fish Chef Christian demands the best in his restaurant - at home, he swears by the supermarket’s frozen range. The brand inject some pace into their fly-on-the-wall campaign while still stressing quality.

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Saam said:

Never commented before but this is just too good. Top work!!!


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Iceland
"Chefs"
30s
12 Sep 2017
One wouldn’t normally associate frozen food with fine dining. However, Iceland hope to change perceptions. Fish Chef Christian demands the best in his restaurant - at home, he swears by the supermarket’s frozen range. The brand inject some pace into their fly-on-the-wall campaign while still stressing quality.

Iceland
"Athletes"
30s
11 Sep 2017
Matt and Michelle are former athletes who understand the power of frozen, according to this personable ad for Iceland. Despite no longer being at the peak of their careers, the pair remain committed to keeping in shape and rely on the ease of frozen food to maintain a healthy diet. It's a new direction for Iceland - to focus on health rather than weight loss or indulgence - and it works.

Iceland
"BBQ"
30s
11 May 2017
There's always tangible excitement when the Giordano clan receive their Iceland delivery. Everyone gathers in the kitchen to inspect their latest frozen bounty: a selection of the supermarket's barbecue-inspired dishes. The family doubts Pa Giordano's barbie skills, but no matter - the advertised grub can be cooked in the oven.

Iceland
"Avocado"
10s
8 May 2017
Iceland have managed to perfect the process of freezing avocados, and this brief ad promises that your days of missing the fruit's seemingly five minute-long window of ripeness are over. They don't delve into what the freezing process involves, however, and knowing the luck of most fiver-hating veggies it'll include some kind of mysterious animal extract. By the way, does anyone else think it sounds like the unfortunate comestible has been 'peeled and stunned' beforehand?

Iceland
"Best Burgers"
30s
26 Apr 2017
The now-familiar Giordano family engage in some friendly competition as they attempt to one-up each other with epic burger construction. Dad goes the traditional ketchup and pickles route, while his son attempts something futuristic with pulled pork. This campaign manages to make the supermarket's frozen products look appealing, and the family's gentle banter gives things a homey feel.

Iceland
"World Famous Smokehouse"
30s
26 Apr 2017
Another week, another home delivery for the Giordano clan; this time, they're sampling some of Iceland's 'World Famous Smokehouse' fare. The family have become a regular fixture in this campaign, and their enthusiasm seems genuine enough. Mind you, it does suggest they're the only family to buy from the advertised supermarket.

Iceland
"New Tricks"
30s
10 Apr 2017
We've never heard frozen spices described as an "amazing medium" before, but there's a first time for everything. Iceland continue to get good value from the Giordano clan; this time, three generations sample the supermarket's Argentinian red shrimps. It's another subtle communication from the brand which emphasises quality rather than price.

Iceland
"Frozen Smoothie"
10s
30 Jan 2017
It's even easier to get your five a day in thanks to Iceland's cheap range of frozen smoothies shown in this brief ad. The icy blobs of fruit don't look particularly appealing in themselves, but blended up they seem a lot more attractive. Having to shell out only two quid for four of them also helps the whole thing go down a treat.

Iceland
"The Giordano Family"
30s
4 Jan 2017
The irony of this seasonal volte-face isn't lost on us, as Iceland entices with healthy food the same family who - a few short weeks ago - they were plying with prosecco and party nibbles. Now it's all low-calorie quinoa and Slimming World pasta salad to ring in the January hangover. Happy New Year, indeed.

Iceland
"Santa's Sister"
30s
12 Dec 2016
The extended Claus clan - surely the Kristmas Kardashians - get involved with the festive fun as Nick's sister brings the kids over for a gingerbread parcel and, uh, prawn ring. Nick's less than impressed when his brother in law enquires politely as to whether he's busy at work over the festive period. Ask a silly question...

Iceland
"Dinner Party"
30s
6 Dec 2016
Mr and Mrs Claus have received so much quality grub from Iceland that they decide to host a dinner party for their non-elf pals. Nick's as concerned with the mince pie supply as ever and puts someone on the naughty list for suggesting his culinary skills might not be up to cherry-glazed duck and 'chicken parcel'. Steady on mate, or there'll be coal in your stocking.

Iceland
"Mr and Mrs Claus"
60s
4 Dec 2016
Iceland's Christmas ad threatens to be overshadowed by the supermarket's tiff with the Icelandic government. It's not the first Mrs Claus Mrs Claus we've seen this year either. Still, a reet Northern Santa and his loving wife Sarah project a warm bond in this festive spin on this campaign's fly-on-the-wall approach.

Iceland
"Party"
30s
28 Nov 2016
The Giordano family put together a ten-person party at the speed of light thanks to Iceland's frozen party food range. It's a diverse spread - sushi, macarons, and chorizo on the same table - and the ad takes a cheerful, conversational tone which makes the most of the subject matter.

Iceland
"Think Again"
60s
12 Sep 2016
Another strong 60" commercial for Iceland focusing on perceptions about the supermarket's frozen wares. Director Ollie Murray's understated approach has served this campaign well, and here it lends authenticity to the families expressing surprise at the sushi and chateaubriand arriving on their doorstep.

Iceland
"Online Order"
30s
24 Jun 2016
The inexpensiveness of Iceland is strongly emphasised again in the latest instalment of their new campaign. Wisely, any sense of the supermarket's cheapness is hugely offset by the solid, sober approach taken by director Ollie Murray as he presents a family who are sensibly trying to keep down their costs in a charming series of vignettes.

Iceland
"The Gregoire Family"
30s
5 Jun 2016
The Gregoire clan are the latest to have their eyes opened and their taste buds satisfied by Iceland's frozen wares. Watching people unpack their shopping wouldn't normally rank high on the list of engrossing watches, but the ad's agreeable presentation and conversational tone shrewdly creates the impression that a shop from Iceland is worth getting animated about.

Iceland
"The Moment We Met..."
60s
23 May 2016
Iceland have taken a leaf out of Lidl's book by surprising ordinary folk with their wares. Unlike their rival's advertising, the reveal in this commercial comes before a morsel has been tasted and this does rather diminish the impact but anything else would have sailed a bit too close to Lidl's wind. It's nicely put together though and looks designed to cleverly appeal to those whose aspirations have them avoiding this supermarket.

Iceland
"Home Deliveries"
30s
24 Feb 2016
Get your shopping delivered by Iceland and you'll get a little more than you bargained for, this ad promises. Namely a full compliment of chefs, greengrocers, fishmongers, tailors, candlestick makers, soldiers and spies. Well, you get our drift. And jus as 'im indoors is looking a little shirty at all these strong chaps striding across the threshold, some pretty lady chefs and bakers carry their wares in too.

Iceland
"More Ways To Eat Well"
30s
13 Jan 2016
The bid for January healthiness has pervaded even Iceland, it transpires. A luscious fillet of salmon is laid bare with seductive languor on a bed of green veg, while curly kale bursts joyfully in our faces. But if this is too much goodness in one fell swoop, never fear - these are swiftly followed by a creamy-looking curry which - hurrah! - is specially for slimmers.

Iceland
"Healthy January"
20s
13 Jan 2016
Decent-looking food is shown being served up in slow motion - all the better to see it with - in this Andre-free spot for Iceland. Is the Mysterious Girl singer being phased out? We kind of hope not, as he creates a point of difference for us between the frozen food store and other food retailers of this ilk... if Iceland aren't careful, they could have folks absentmindedly mistaking them for Aldi or Lidl.

Iceland
"Cake Hole"
30s
19 Nov 2015
Another excellent effort by Iceland to drum up a bit of festive trade. The retailer is kind of famous for party food so they probably do quite well at this time of year anyway; but Alan Friel's ability to make everything look super-luxurious won't be doing their cause any harm - and the ongoing association with loveable Peter Andre doesn't hurt either.

Iceland
"Tumbling Teenagers"
30s
8 Nov 2015
Well, we ask... what teenager wouldn't fall off his chair at the mention of a croque-en-bouche? That's a tower of balls to you, you ignorant plebs. Iceland continues to show off its imaginative array of festive goodies in this series of Christmas ads, and reminds us that even hairy bikers like a bite with a bit of class such as beetroot and walnut stacks.

Iceland
"Jaw-Dropping"
30s
8 Nov 2015
Jaws will drop in Gillingham at Iceland's Wild Boar Cracker - namely Peter Andre's, as he gazes open-mouthed at what indeed is a large piece of pig wrapped in a cracker-shaped jacket of pastry. You can't say the frozen food retailer isn't inventive. And just to confirm that, specs fall off at the sight of dessert, which involves Chocolate Brûlée Domes. Gentle fun and the food looks great.

Iceland
"Eyebrow-Raising"
30s
8 Nov 2015
A slightly classier-sounding VO than Peter Andre's affable tones describes the effects of Iceland fare on families up and down the land. Some unusual alliteration combos have eyebrows rising in Ayrshire and eyeballs popping in Putney at the sight of posh oysters and stuffed turkey gracing the Christmas tables this year. Hats off to Alan Friel and Nice Biscuits for making this food look pretty damned good.

Iceland
"Asparagus"
10s
5 Nov 2015
Once again, very classy photography makes this asparagus look just as it should: a fresh and vibrant green, plump, firm, and glossy with butter. It rests on the kind of wooden surface that looks as if countless wholesome meals have been prepared on it in the past; even though we barely notice it in passing, the thought of this lodges itself in our subconscious. Clever.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.