Designer outlet retailer McArthurGlen has unveiled a £2.5m spring campaign, created by WARL, with a TV advert breaking today.
The 20 second black-and-white advert spearheads the campaign, which also incorporates magazine and press advertising & advertorials, cinema ads, posters and door-drops.
Brian Lloyd, WARL creative director, said: “This campaign is all about emotion, capturing the vivacious and spirited attitude of the models – and, of course, of McArthurGlen itself. It’s about serious fashion, without the serious fashion attitude. We were deliberately seeking the sort of moments that tend to come from the final frames of a fashion shoot and which frequently end up on the cutting room floor!”
The campaign uses the tagline “love fashion, adore life”.
Shaeren McKenzie, McArthurGlen’s group marketing director, said: “McArthurGlen offers its customers a unique chance to invest in the brands they love at a price they can be relaxed about – and that is a powerful positioning, particularly in today’s economic climate. We feel that this campaign sums up not just our offering but also the way our shoppers view life.”