Tesco hires Oscar-winning animator for stop-motion F&F campaign

Tesco is featuring stop-motion animation by Oscar-winning animator Alan Dewhurst in its nationwide 'Back to School' TV ads for its F&F clothing business.

The advertising push comes as Tesco increasingly throws more weight behind F&F with the opening of a flagship London store for the fashion range.

F&F’s flagship London store will have a 5,000 sq ft capacity and will be opened in Tesco’s Kensington superstore in late October.

Creative from the advertising push has been directed by Juan Pablo Zaramella, who was long-listed for ‘The best animated short’ at this year’s Oscars for his ‘Luminaris’ film, while Dewhurst has won an Oscar for producing 'Peter and the Wolf'.

Zaramella said: "The advert is a recreation of the real world of kids, but expressed through imagination.

"The idea was to show how F&F clothes are perfect for your child’s favourite daily activities, like playing football or dancing, but filtered by their particular vision of the world."

Tesco previously had a single agency, The Red Brick Road, working on its core business and F&F fashion range ad accounts, but has now split the accounts across agencies.

WARL is the agency behind the F&F account, while Wieden + Kennedy handles the core business, with recent activity including the ‘Love every mouthful’ food campaign.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 How Sainsbury's ads revolutionised the UK's food culture

Abbott Mead Vickers' press ads for Sainsbury's in the 1980s formed the most influential and culturally significant campaign the UK has ever produced, argues Paul Burke.

Just published