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French Connection addresses the time-honoured debate of fashion versus style in its £2m campaign from Beattie McGuinness Bungay. The 90-second TV and cinema ad, which looks certain to gain tabloid notoriety for its violence and sexual content, stars two models: one who embodies fashion; the other, style. The pair battle it out in a dark and dusty cellar to see which is best, delivering a series of wincingly violent martial-art punches and kicks before embracing and kissing, and then savagely headbutting at the end of the spot.