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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745
180LA Struts Onto the Scene with Bold New Campaign for True Religion
29/09/2014
100
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Agency ditches 'may I' and goes straight to 'Be So Bold'
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Going live online and in cinema today is the rallying ad “Be So Bold” from jean and apparel company True Religion.

A subversion of the expression “May I be so bold,” the campaign ditches “may I” and goes straight to “Be So Bold,” a representation of True Religion’s re-launch within the 140-year-old denim category.  

The campaign produced by ad agency 180LA includes digital, in-store, print, social and cinema elements. The campaign debuts True Religion’s brand transformation with new chief executive officer David Conn, creative director Gary Harvey and chief marketing officer Mary Alderete.

The ad shows a confident group of friends who don’t just make an entrance, but make a scene, as they slow motion strut into the bar eliciting a variety of crowd reactions. The 60 second spot highlights that anywhere can become a stage in True Religions when the group takes an ordinary game of Ping-Pong and turns it into the bar’s live sparring match.  


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