The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Advertising Boden

Jodie Kidd launches into leaves to mark Boden fall collection


By John McCarthy, Opinion editor

October 30, 2019 | 3 min read

British fashion brand Boden has enlisted supermodel Jodie Kidd to attest to the durability of its new fall collection - and perhaps kickstart a new sport called leaf jumping.

Supermodel Jodie Kidd launches into leaves to mark Boden fall collection

Kidd led a team of acrobatic leaf jumpers headfirst into crisp piles of autumnal debris in a spot devised and produced by Taylor Herring - its first work for the brand since winning the account in the summer.

‘The Joy of Leaf Jumping’ will run in all Boden’s key territories including the UK, USA and Germany, and was devised to show the fun side of the brand, and the style and durability or its apparel. The hero film can be chopped for social to show visually captivating leaf dives in slow motion.

Kidd said: “I’ve tried my hand at race car driving, downhill skiing and even aerobatics but there’s nothing quite as exhilarating as leaf jumping. Modern life is stressful, hectic and demanding at the best of times but diving face-first into a pile of leaves has the ability to restore mind, body and soul in just seconds.”

Founder of Boden, Johnnie Boden, added: “What could be more fun than charging into a pile of leaves? It beats stress, gets you in touch with nature and brings out your inner child. In celebration of the arrival of the autumn, we’re encouraging responsible adults to rejoice in the British autumn by heading outdoors to enjoy some wholesome, freeform, foliage frolics.”

The ad carries a disclaimer too. "Leaf jumping carries a high risk of personal injury, such as sprained ankles, broken bones and a bruised ego. Participation in leaf jumping is entirely at your risk."

Back in February, the brand fell foul of ASA gender stereotype rules.

Vote for the campaign below in The Drum Creative Works.

The Joy of Leaf Jumping by Taylor Herring

Overall Rating 5/5

Vote now
Advertising Boden

More from Advertising

View all


Industry insights

View all
Add your own content +