F&F: F&F Idents by ODD

The idents for ITVBe are a celebration of real women who have added a little glamour to their lives.

Each shows a woman dressed to the nines in stylish F&F clothing, powerfully posing in run-of-the-mill domestic situations. The confidence-oozing women are shown taking the bins out, spraying air freshener, and hanging up the washing, amongst other things. The cinematic style in which they’re shot, accompanied by classical music, beautifies these occasions in an amusing way.

All the while, the down-to-earth northern voiceover says how “she only popped in for…” and then inserts a number of different convenience products, from dog biscuits to brussels sprouts.

All idents were shot in South Africa across two days.