River Island’s first TV ad focuses on seizing the moment
High-street fashion brand River Island is venturing on to the small screen ahead of the all-important party season with the release of its first television ad.
‘Don’t Let the Moment Go’ sees the retailer exhort customers to seize the moment by charting the travails of three women on a big night out that they won’t forget.
Showcasing the brand’s clothing and accessory ranges in a seasonal light, the high-energy piece explores the mayhem and magic that can arise when you turn any occasion from a missed bus to a dropped bag into a playful opportunity.
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Director Christine Yuan said: “I fell in love with the characters and what they mean: they not only ooze charisma and character, but they embody River Island. They’re natural, diverse, aspirational – unafraid to live out their everyday lives with a little bit of magic in it.”
Broadcast during Channel 4’s Gogglebox, the campaign will also be screened on the All4 and ITVX catch-up services until the end of the year.
The seasonal campaign follows a celebration of the changing face of modern families.