Tesco own-brand clothing line F&F is celebrating the arrival of its 2024 autumn/winter collection with a new campaign that showcases the versatile nature of its clothing.
Developed by creative agency BBH, ‘Gail Force’ is centred around a 30-second film that spotlights the exalted vicissitudes of British autumn weather and how it can test even the most resilient of clothes.
Directed by Amber Grace-Johnson and set to Richard Hawley’s ‘There’s a Storm a-Comin’, Tesco’s cinematic clip shows an F&F model sporting the brand’s latest outfits while facing down the challenging weather conditions.
“There is no need to be sad that summer is over when it means finding your new favourite pieces from our autumn/winter range,” Tesco F&F CEO, Jan Marchant said.
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“We know the importance of finding something stylish, comfortable and versatile in an ever-changing, unpredictable season and this latest campaign truly brings that to life.”
Breaking this week, the campaign will run for the next four weeks across TV, social media, out-of-home, print and digital, ushering in a definitive end to summer.
BBH copywriter, Charlie Pendarves added: “We knew that creating a chaotic storm in an office, while maintaining all the hallmarks of a beautiful fashion film, was going to be a fun challenge and the team nailed it in true F&F style and grace.”
