Adams returns to TV with crafty kids

The Sears-owned childrenswear brand, Adams, is returning to TV for the first time in six years with two commercials created by Bartle Bogle Hegarty.

The Sears-owned childrenswear brand, Adams, is returning to TV for

the first time in six years with two commercials created by Bartle Bogle

Hegarty.



Two 20-second films - ’wardrobe’ and ’knitting’ - break on 5 May and

mark BBH’s first work for Adams since the agency won the account without

a pitch in November 1996. Media planning and buying is by Motive.



Karen Calderwood, the Adams brand director, said: ’We have played

something of a waiting game, holding back until we felt that our product

and store environment reflected the strength of the Adams brand.’



The films show the ingenious ways in which children persuade adults to

let them wear the clothes they prefer.



’Wardrobe’ begins with a little girl running into her parents’ bedroom

at night. ’Mum, mum I can’t sleep - there’s something in my

wardrobe.



It’s horrible, all green and nasty with dangly arms and it won’t go

away.’ Her mother opens the wardrobe door to reveal a tasteless party

dress dripping with gold lurex and frills. As the film closes, the girl

is seen dancing in her Adams clothes.



’Knitting’ features a boy who hides a ball of wool from his granny’s

knitting bag to prevent her finishing the hideous tank top she is making

for him. As the film closes, we see the boy leaping around his bedroom

in Adams clothes, heading the missing balls of wool he has swiped.



Both films end with scenes of children running on to a stage carrying

polystyrene letters spelling out the Adams logo. The music is a 1980 pop

song by the ska group, Bad Manners. The ads were art directed by Andrew

Smart, written by Roger Beckett and directed by Simon Cheek through

Spirit Films.



Sears is likely to be restructured after a sharp profits fall in 1996

and the resignation this week of the chief executive, Liam Strong.