Shop Direct launches ‘isme’ TV campaign
Shop Direct is to publicise its new isme brand with the launch of a television campaign devised by Addiction London.
The campaign will commence this week when sponsorship idents are broadcast for Loose Women, presaging the 30sec TV commercial which will hit our small screens from February 1 for six weeks on digital and terrestrial channels.
Fronted by actress Lynda Bellingham the ad features the tag line: “It’s who you are now” and illustrates the difficulties which women of a certain age have in finding clothing which is both fashionable and comfortable.
Accompanying isme’s small screen debut will be a print advertising campaign.
Gareth Jones, Group Retail Director of Shop Direct Group said: “We are very excited about the launch of *isme*. The fashion conscious mature lady has been underserved by the high street and *isme* will provide great clothes that both fit and flatter her. The appointment of Lynda Bellingham as our brand ambassador together with the great creative ideas Addiction London have developed will really resonate with the *isme* customer.”
Addiction London was appointed by Shop Direct, home to brands such as Littlewoods and K&Co, in December 2010 following a competitive pitch.