River Island has launched its first ever TV ad in the run-up to this year’s festive season, with the broadcast spot making its on-screen debut on Friday 7 October, on Channel 4.
The ad – titled Don’t Let The Moment Go – screened at 21.50 during Gogglebox and follows the story of three women on a big night out that doesn’t quite go to plan.
Celebrating the ‘joy of seizing every party moment’, the new advert showcases River Island’s stand-out occasion and going-out looks as the retailer goes bigger and better than ever for this year’s party season.
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River Island paired with LA-based Emmy-award winning director, Christine Yuan – a rising name on the creative scene, to create a sophisticated, glamorous and playful take on party season as she brings the story to life.
Yuan said: “I fell in love with the characters and what they mean: they not only ooze charisma and character, but they embody River Island. They’re natural, diverse, aspirational – unafraid to live out their everyday lives with a little bit of magic in it.”
The advert will appear across Channel 4 live broadcast stations and on demand services All 4 and ITVX throughout October, November and December.
