Freemans has launched its newest TV advert – as soon as once more starring ‘Homicide on the Dancefloor’ singer Sophie Ellis-Bextor and the web retailer’s ‘Type Squad’ – with the message ‘Type Summer time Your Means’.
Shot on and round Brighton seashore and pier, full with a backdrop of its funfair, seashore huts and pebble seashore, Freemans’ newest womenwear assortment is dropped at life within the retro-inspired 30-second business with an array of mini, midi and maxi attire, in addition to swimwear.
Hero outfits embrace a blue and white puff sleeved mini gown, a denim waistcoat and extensive leg jean co-ord, a burnt orange smock gown and a chino shorts with black square-necked prime mixture.
The advert makes use of classic tints “to evoke the mild heat of a British seaside midsummer day”. Nevertheless, consistent with the model’s pioneering transfer to assist 40+ girls, there was minimal retouching “to permit the star’s pure magnificence to shine via”.
Ann Steer, Chief Government Officer at Freemans, stated: “After Sophie starred in our Christmas advert, all the things she wore bought out in a couple of days – and we count on the identical to occur this summer time.
“Sophie and the Type Squad are real model allies to midlife girls and our new summer time assortment has all any shopper must be a summer time belle, whether or not you’re in Brighton, Benidorm or Barbados.”
Sophie Ellis-Bextor added: “To me, this advert is bottled sunshine. Summer time is all about dwelling calmly – from garments to make-up to equipment to that joyful feeling in your coronary heart when the solar shines.
“Freemans wished to seize that feeling of enjoyable and as you possibly can see from the grins on all our faces, we did it. It makes you lengthy for lazy days and fabulous summer time style.”
The business opens at Brighton’s Palace Funfair on the seaside resort’s pier, the place Ellis-Bextor wins a strongman-style sport, hitting the Freemans’ brand goal lit up in lights.
Ellis-Bextor and the Type Squad then benefit from the retro fairground rides earlier than the advert strikes to the resort’s seashore huts. Placing a spin on Brighton’s pebble seashore, a sun-soaked golden sandy seashore has been created – with the group on solar loungers donning swimsuits, sun shades and hats.
In a nod to the profitable festive Freemans’ advert, which noticed Christmas gross sales surge by 13% year-on-year, the brand new business additionally makes use of Ellis-Bextor’s smash hit ‘Freedom of the Night time’ monitor.
The summer time assortment accessible at Freemans options over 250 new traces and consists of massive title manufacturers comparable to Ted Baker, Monsoon, Pour Moi and Birkenstock throughout key summer time style classes, together with footwear and equipment in addition to Freemans unique personal purchased choices.
