Online department store, Very.co.uk has launched its Autumn/Winter marketing campaign starring brand ambassadors Holly Willoughby and Fearne Cotton.
With £6.5 million of investment the campaign centres around the idea of Very.co.uk as the style superhero that resolves all of its customers’ dilemmas. The autumn TV advert, directed by Henrik Sundgren, features Holly and Fearne in the stylised Very.co.uk HQ helping a girl who has started a new job and didn’t realise it was ‘Dress Down Friday’.
Head of marketing for Very.co.uk, Dan Rubel, commented: “Our customers love fashion but many tell us that they find it confusing to pick styles and looks that work for them.
“That is where Very.co.uk comes in – our customers see us very much as the superhero that helps shoppers to demystify style. This advertising campaign brings that ethos to life in a playful, sassy yet straight-talking way.”
The campaign is set to run from Monday 8 October across TV, print and digital for four weeks before the campaign turns festive in the run-up to Christmas.
Very.co.uk worked with its retained creative agency, St Luke’s to develop the ‘Style Superhero’ concept. Carat and myThings booked the traditional media and tactical digital media campaign respectively.
Managing director at St Luke’s, Neil Henderson, adds: “Very.co.uk customers love to do things in style. This campaign is designed to show them how shopping with Very.co.uk can help them do just that in any situation.”