Client: Matalan
Date: Mar 2020
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Matalan unveiled its new brand positioning, 'Real Life Ready', with the showcase of its new TVC on ITV during primetime.

The 60-second ad shows a colourful mix of scenarios, from a Mum stepping out in style on the school run, owning it at work while spinning a thousand plates, to a couple getting ready for a date night.

The value fashion and homeware retailer’s new creative direction has been created by McCann Manchester and marks a step change for the business. It celebrates bringing a sense of style to the everyday and is the biggest rebrand in its 35 year history.

'Real Life Ready' is a fully integrated and multifaceted brand strategy and will be launched internally and externally across the business running across press, digital, cinema, social, owned channels and in-store POS. The new TV strategy will run across 2020.

Credits

Agency: McCann Manchester

Exec Creative Director: Dave Price

Creative Partner: Carol Naylor

Senior Creative Team: Adam Richardson, Becci Nadin and Sarah Musker

Senior TV Producer: Milly Bennett

Account Director: Rebecca Ziantoni

Production Company: Merman

Director: Zak Emerson

Executive Producer: Siobhan Murphy

Producer: Ray Leaky

Production Manager: Sam Linzell

DOP: Luke Jacobs

Editing Company: Ten Three

Editor: Ellie Johnson

Post Production: Jam VFX

Head of Production: Evren Olgun

Flame: Pete Young