Fashion and home retailer Joe Browns has debuted its first TV campaign in its 25 years of history, to highlight its new Autumn Winter collection and upcoming Christmas range.
Showcased across the retailer’s website, digital, CRM and socials, the advert was developed and produced by Liverpool-based Liquid Creative Agency.
The campaign, which uses Sky Ad Smart – targeted ads reaching Sky viewers – consists of two adverts the retailer says to bring the essence of Joe Browns and its customers to life.
One advert shows the journey of a group of friends on their way to a Christmas ‘getaway’ together. The other spot invites the viewer to come along to the party, as they celebrate around a Christmas table full of festive shopping.
The adverts feature uplifting messages throughout such as, ‘The ones who find joy in the journey and marvel at the mayhem’ and ‘The spontaneous ones who find joy in the everyday.’
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Shot in Conwy, Wales, the adverts also appear as an ode to the brand’s heritage, with Joe Brown originating in Wales, Morfa Nefyn.
“What better time to make our first foray into TV than our 25th anniversary year,” said Joe Browns marketing director, Tracey Hepton.
“We really wanted to showcase what Joe Browns is all about and the attitude to live by that has always been front and central to the success of our brand.”
“Through both TV ads, we hope we have distilled our ethos in an engaging and relatable way, leaning into the very inspiration of where Joe Browns started, a group of carefree friends spotted enjoying themselves, embracing the moment and having fun.”
“As we continue to grow, we are looking at other complimentary routes to communicate and entice customers and share what Joe Browns is all about. Part of this of course remains our ever-popular catalogue, as well as digital and social channels,” added Hepton.
