Rainey Kelly Campbell Roalfe/Y&R created the campaign, which broke on TV in the UK tonight (2 September) at 7pm and is called "the art of".
The TV spot borrows stylistically from the brand’s food ads; it features close ups of needles and thread, and other tailoring paraphernalia, in addition to models being splashed with colourful paints.
The soundtrack is an instrumental version of Mark Ronson’s Uptown Funk.
The work was created by Pip Bishop and Chris Hodgkiss, and directed by Sam Brown through Rogue. Five more TV spots will be released as part of the campaign.
Elements from the campaign, which also includes print and digital work, will be used in 50 different markets.
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