Latest F&F campaign from BBH makes fashion sense
BBH puts playful style at heart of new brand platform for F&F with makes fashion sense.
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F&F’s fashion flair is front and centre in its latest TV campaign, thanks to a refreshed brand positioning and creative platform developed by BBH.
The new platform, Makes Fashion Sense, is a move for F&F from value and location based, to a style focused choice. Makes Fashion Sense communicates F&F’s focus on providing high quality clothing that is everlasting in both quality and trend, with the Tesco humour, helpfulness and value credentials it’s renowned for.
The first campaign to launch under the Makes Fashion Sense banner coincides with the arrival of the A/W 2023 womenswear collection and cheekily sets the scene for F&F’s new brand world. The TV ad, premiering on 11th Sept / ITV1 humorously leans into the tension of fashion vs supermarket.
At first glance the aesthetic of the 30s spot might emulate a stereotypical high fashion ad. The beautiful models, the stunning backdrops and the aspirational set up, but that down to earth wink, for which F&F is famous, reminds us that fashion doesn’t have to take itself so seriously.
Credits
View on- Agency BBH/London
- Production Company Anonymous Content/London
- Director Elena Petitti di Roreto
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Credits
View on- Agency BBH/London
- Production Company Anonymous Content/London
- Director Elena Petitti di Roreto
- Executive Creative Director Helen Rhodes
- Creative Director Uche Ezugwu
- Lead Creative/Copywriter Marc Rayson
- Assistant Producer Tina Mwazange
- Creative Chloe Stephenson
- Creative Charlie Pendarves
- Creative Callum Prior
- Post Company elmntl
- Sound Design King Lear Music & Sound
- Retouching Wellcom/London
- Producer Zoe Lynch
- DP Krzysztof Trojnar
- Producer Maddy Perkins
- Editor Francesco Roma
- Post Producer Jenna Le Noury
- Colorist Jamie Noble
- Creative Director Karen Davidson
- Art Director Zoe Stott
- Creative Dom Moria
- Creative Kieran Roe
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Credits
powered by- Agency BBH/London
- Production Company Anonymous Content/London
- Director Elena Petitti di Roreto
- Executive Creative Director Helen Rhodes
- Creative Director Uche Ezugwu
- Lead Creative/Copywriter Marc Rayson
- Assistant Producer Tina Mwazange
- Creative Chloe Stephenson
- Creative Charlie Pendarves
- Creative Callum Prior
- Post Company elmntl
- Sound Design King Lear Music & Sound
- Retouching Wellcom/London
- Producer Zoe Lynch
- DP Krzysztof Trojnar
- Producer Maddy Perkins
- Editor Francesco Roma
- Post Producer Jenna Le Noury
- Colorist Jamie Noble
- Creative Director Karen Davidson
- Art Director Zoe Stott
- Creative Dom Moria
- Creative Kieran Roe
Supporting the TV spot is a range of activity including a nationwide DOOH campaign that features beautiful photography and visuals that dial up F&F’s fashion cues, with copy that undercuts the image with the tongue in cheek humour people have come to love and expect from Tesco.
The Label was shot by Cannes Grand Prix winning director Elena Petitti di Roreto, which captures a cinematic reunion between two long lost souls. But the couple becomes throuple as Gary’s breath is taken away by Dawn’s F&F jacket.
“You’re joking, Dawn,” he says, only for her to reply, “It’s the jacket of the season Gary.”
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.”
