Sainsbury’s clothing brand Tu has today (20 March) released the second instalment of its ‘Tu & Me’ brand platform developed by creative agency New Commercial Arts.

The new work mirrors Tu’s previous Autumn/Winter creative but with a greater emphasis on storytelling and highlighting the range’s versatility and value for money.

https://www.youtube.com/watch?v=lPTq5P-PNNQ&ab_channel=NewCommercialArts

“We are proud of this next instalment of Tu & Me, a campaign with a bold look and feel that provides important messaging that everyone can create their own style at very affordable prices,” New Commercial Arts founder and artistic director, Nici Hofer said.

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Led by the hero 30-second film, the campaign will be supported by a ‘high-impact, mass reaching’ media plan rolled out out across broadcaster video-on-demand, large format out-of-home, national print paid and owned social media channels.

With media planning and buying handled by PHD and Essence, the new work follows on from the recent controversy surrounding a Tu out-of-home ad that encouraged women to ‘take a stroll after dark’ – igniting backlash from women’s safety campaigners.