Ad of the Day: WE Fashion examines the freakish life of couples in Kubrick-esque jumper ad

Alongside J. Walter Thompson Amsterdam, Dutch retailer WE Fashion has taken its own motto of ‘Better Together’ and twisted it for the festive season. The result is a strangely haunting film that documents a range of unexpected seasonal pairings.

The spot advertises the seriously intimate ‘double jumper’, which is available to purchase and designed to be worn by two people at the same time. Couples featured in the ad include an old man and his beautiful, lifelike doll and a pair of young twin brothers completing a Rubik’s Cube together.

The camera takes a languid zoom into the differing scenario as Vivaldi’s ‘Winter’ from The Four Seasons plays.

The ad, which is now live online and on TV in the Netherlands, Belgium and Switzerland, is supported on social. The film was directed by Nina Aaldering of Holy Fools and shot by cinematographer Thomas Buelens.

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Katie Deighton

Katie Deighton is The Drum’s senior reporter for creative and video, based in London. She produces, films, presents and edits the title’s editorial video output, including series such as Anatomy of an Ad, Creative Pursuits and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing.

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