Tesco has kicked off a refreshed brand identity for its in-store clothing line F&F with a sumptuously shot film that mimics the high drama of stereotypical fashion ads.
F&F’s focus on fashion has been placed front and centre in the TV campaign, thanks to the refreshed brand positioning and creative platform ‘Makes Fashion Sense’, developed by London agency BBH
Making its TV debut on 11 September, the advert – which leans into the tension of high fashion vs value supermarket – looks to shift F&F’s brand image away from value-led communications to a more curated, style-focused approach, while still giving a knowing nod to Tesco’s competitive prices.
Opening with a traditionally lavish shot of pouting models, all sporting F&F’s upcoming autumn-winter collection, the film showcases two lovers rushing to embrace before one of them expresses his surprise at the quality of his partner’s new jacket.
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“F&F!? You’re joking, Dawn!”, before she retorts: “Jacket of the season, Gary!”
It was directed by Cannes Lions Grand Prix-winning director Elena Petitti di Roreto.
Supporting the TV spot is a range of activity including a fashion photography-focused DOOH campaign that accelerates F&F’s fashion credentials, with copy that adds a healthy dose of Tesco’s tongue-in-cheek humour.
“We wanted to bring some of that Tesco charm with everyday insights and a dash of helpfulness to everyday people by leaning into the tension between the fashion world and supermarket fashion,” BBH creative director, Uche Ezugwu said.
Premiering during a screening of Coronation Street, the spot will also be supported by a series of social media, radio, point-of-sale and display executions, alongside a new set of idents running across ITVBe.
1 Comment. Leave new
I think Gary from the F & F advert has great prospects, he really stands out. At least I hope he appears in more.