Very.co.uk Brightens Up Dreary Streets

Very.co.uk, the online department store, is launching its new 2014 spring fashion trend with a £1.25m TV campaign.  

The spot, which features brand ambassador Fearne Cotton, has been created by Very.co.uk’s retained creative agency St Luke’s and was directed by ABCDCD through Partizan.

The ad starts with an exaggerated, grey dreary street scene.  A taxi pulls up and out steps Fearne Cotton wearing a vibrant pink Colour Pop dress.

As the spot builds, we see other girls wearing new spring colours standing out against others who are still in their winter clothes. Ultimately, we see everyone is wearing the new trend in a bid to banish winter.  The advert ends with the line ‘Bring the Colour’.

Although the grey scenes in the ad appear to be shot in black and white, the spot was actually shot on location in full colour.  Clever propping and set builds were designed to make the backgrounds grey, maximising the impact of Very’s Colour Pop trend.

The TV campaign will be supported by a full range of channels, including print, online, social and outdoor, and will break on Thursday 20th February during Emmerdale.

Very.co.uk is the fastest growing brand at Shop Direct, the UK’s leading multi-brand digital retailer. 

St Luke’s executive creative director, Alan Young, said: “Through working with CANADA and now ABCDCD, Very.co.uk has shown itself to be a brand capable of drawing in the world’s best talent.”

Jon Owen, retail brand director at Shop Direct, said: “Very.co.uk is on a roll.  We are purposefully stepping up our fashion credentials with improved collections which really tap into the latest emerging trends, and developing cutting edge advertising to reflect this."