Tesco's Cherokee\Lowe

Lowe nicely subverts traditional fashion advertising in the first TV campaign for the American clothing brand Cherokee, which is being sold in the UK exclusively through Tesco. The ad at first looks like a traditional clothing campaign -- attractive young models at play on a beach to a soundtrack provided by the jazz legend Chet Baker. However, the look is knocked by price starbursts showing how reasonably the clothes are priced. The campaign was created by Lowe, written by Gethin Stout and art directed by Simon Butler. It was shot by Jim Jenkins through Hungry Man, and media planning and buying was by Initiative Media.