It was awesome seeing the organisation of it all. The people, the sound, lighting, makeup, props, seeing the logistics of how it all gets co-ordinated was incredible.Iain Beaton, Greenmeadows New World owner-operator Greenmeadows New World owner-operator Iain Beaton is used to directing operations.
But the opportunity to briefly swap his everydayjob for a starring role in front of the director's chair was a chance of a lifetime.
The New World Greenmeadows boss was chosen to appear in the company's latest television advertising campaign playing in an orchestra that uses instruments made from everyday household items.
His talent was discovered by Dave Dobbyn following a nationwide audition tour of New World supermarkets.
The team at New World Greenmeadows knew their boss was a keen musician, and talked him into turning up for the audition.
"I knew it involved a New Zealand music icon which interested me from the start," he said.
Mr Beaton enjoyed being involved in the advertising and marketing aspects of the business and was fascinated so see how the whole process worked.
"It was awesome seeing the organisation of it all. The people, the sound, lighting, makeup, props, seeing the logistics of how it all gets co-ordinated was incredible."
The New World advertisement sees New World team members playing Slice of Heaven on ingeniously invented musical instruments. Since the advertisement first aired Mr Beaton has received an overwhelming response from his customers.
"People have been recognising me from television; it has really increased my engagement with our customers."
Mr Beaton has played the piano and guitar for 20 years, and enjoys playing music on a regular basis. He plays in a garage band "making a hell of a racket with other 40-somethings on a Thursday night".
Since the launch of the advertisement the campaign's Facebook page has attracted thousands of fans, many of them New World staff members supporting their colleagues.
