Asos attacks Christmas clichés in menswear ad

Asos, the online fashion retailer, is attacking Christmas clichés with an online film featuring a "stylish prankster" called the 'Asossin', intended to promote its menswear range to men aged 18 to 25.

The campaign, created by Lean Mean Fighting Machine and Hoot Comedy, features the Asossin destroying Christmas lights and stopping cheesy Christmas songs.

The film will be seeded on social networks including Facebook, YouTube and Google+. There is also an interactive version that allows people to enter their friends' details into the film to create a personalised version.

Styled by the Asos menswear team, the Asossin aims to go against the grain of traditional fashion advertising.

The video launch comes shortly after Asos rolled out a series of "shoppable films", featuring rapper Azelia Banks and singer Ellie Goulding, to promote its womenswear.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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