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By Amy Houston | Senior Reporter

September 11, 2023 | 2 min read

The ad was shot by Cannes Grand Prix-winning director Elena Petitti di Roreto.

Tesco’s in-house clothing line F&F has had a brand refresh and today debuts its new creative platform.

Developed by creative agency BBH, ‘Makes Fashion Sense’ moves on from Tesco’s usual value and location-based communication to a curated, style-focused approach that comes with a cheeky wink from the brand.

As the spot begins, it initially mimics a stereotypical high fashion aesthetic featuring beautiful models and stunning backdrops. But, as the protagonists run toward each other, finally meeting in a loving embrace, the joke becomes clear.

When the man hugs his lover he takes a peek at her jacket label, when he’s surprised to see it reads F&F. “You’re joking, Dawn,” he says, only for her to reply, “It’s the jacket of the season Gary.”

The TV ad will premier today during Coronation Street and will then run on social, digital-out-of-home (DOOH), radio, point-of-sale (POS), display and as ITVBe idents throughout the UK and ROI.

Uche Ezugwu, creative director at BBH, said: “We wanted to bring some of that Tesco charm with everyday insights and a dash of helpfulness to everyday people by leaning into the tension between the fashion world and supermarket fashion.”

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