Shopping centre TV advert criticised

Developer Land Securities commissioned London advertising agency VCCP to “ignite shoppers’ sense of wonder” at the £350m retail and leisure destination, which opens next Thursday.

The resulting TV ad features young people engaged in various bizarre tasks such as licking a battery, shaving off a beard and climbing into a suitcase in an effort to encourage consumers to explore fashion, food and film at the shopping centre.

Writing on Trinity Leeds’ Facebook page, Alan Cass said: “If I didn’t already know Trinity I wouldn’t have a damn clue what this advert is about or promoting. Instantly forgettable and does nothing to promote it.”

Michael Harper added: “It was like opening a bag of Revels and getting the coffee one first.”

David Shearing said: “This is worst off the peg advert I have ever seen, nothing to do with Leeds or the UK.”

Adam Gilberts added: “Expected better. Take advice from Trafford Centre adverts.”

In response, a spokeswoman for Land Securities said: “Our new advertising campaign is designed to encourage shoppers to explore Trinity Leeds by igniting their sense of wonder, not only about what they will find in the centre itself, but also about the experiences they will encounter there.

“We are pleased with the impact the TV, radio and outdoor advertising campaigns are having and the part it has played in growing our Facebook community, which now has one of the biggest social media followings in the city.

“We encourage shoppers to watch the ad for themselves and tell us what they think.”

The campaign’s catchline is ‘I Wonder’, which make evoke memories among the older generations of the famous Wonder of Woolworth campaign.