The Sears-owned childrenswear brand, Adams, is returning to TV for
the first time in six years with two commercials created by Bartle Bogle
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
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
Sears is likely to be restructured after a sharp profits fall in 1996
and the resignation this week of the chief executive, Liam Strong.