Very’s vibrant ‘Haus of Flamingo’ platform is making a bold comeback this autumn, with the retailer’s first fashion broadcast TV ad in seven years.
The long-term fashion platform, developed in collaboration with creative agency The Gate, first made an appearance for last year’s Christmas campaign and has leant heavily into the flamingo-filled world since then.
Featuring a 30″ hero film, the autumn campaign introduces Very’s womenswear offer for the upcoming season, marking the retailer’s return to focusing on fashion after a seven-year hiatus.
The autumn/winter film takes its customers back to the Haus of Flamingo, where customers are encouraged to “free their inner flamingo”. Set in a sophisticated country manor, the ad features a group of friends transforming the house while a bemused butler watches on, before joining in the fun.
Developed by The Gate in collaboration with Very’s in-house creative team, the spot is also supported by a number of shorter versions, as well as an extensive suite of social-first content.
Jessica Myers, chief marketing officer at Very, said: “We’re excited to welcome our customers back to the Haus of Flamingo for autumn, and to do so with a TV ad means we’re really making a statement.
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“Our customers love fashion, but it can sometimes feel stifling and samey. This season, we’re turning up the confidence, swagger, and sass to showcase our vibrant fashion offering to even more people in top autumn programming.
“We’re bringing back the joy of self-expression so our customers can let their inner flamingo shine with even more sparkle.”
Very’s autumn campaign will run in the UK and Ireland from 29 August across TV, VOD, social and online. Media planning and buying was handled by Dentsu.
Charlotte Wolfenden, managing director at The Gate, said the ad: “evolved the Haus of Flamingo into a sophisticated country manor with a twist… It’s fashion that doesn’t take itself too seriously, but seriously delivers on style.”
With the film produced by RSA Films and directed by Tom Dream, the campaign also includes a selection of bold and distinctive stills captured by photographer Micaela McLucas.
