New strapline and strategy for Notonthehighstreet.com as it launches seven-figure campaign

“We sell much more than just gifting,” he said. “So the aim of the campaign is to start shifting awareness and showcase some of our self-purchase categories and move into a broader arena.”

Strategically, Notonthehighstreet has for the first time launched the activity outside of traditional gifting events in the calendar, such as Father's Day,

The brand’s long established tagline – ‘Live a life less ordinary’ – has also been changed to ‘Choose a life less ordinary’, a call to action from the retailer which inspired the campaign’s creative.

Developed by WCRS, the ad, narrated by British actor Michael Gambon, focuses on individual products and the people who own them.

Creative director, Chris Ringsell, explained: “You’re with them in their world and it makes the world they live in and the products they have less ordinary as well.”

The spot will run across digital and cinema – a first for the brand – as well as across all commercial TV channel from today (15 September) before being adapted for the Christmas push – where the strapline will once again change to “Choose a Christmas less ordinary.”

During the festive period the creative will also be adapted for print.

Additionally, individuals who have “chosen a life less ordinary” will be profiled on Notonthehighstreet's blog and social channels as the brand looks to invest more in the content it offers consumers.

Carter added that he hoped the campaign would broaden the consumer base beyond people looking for a gift, with a PR push having kicked off to get men more engaged with the brand.

'Dadtrepreneurs' will play out on Notnthehighstreet's social channels as well as via the blog where men who sell items via the site will be profiled.