The £1.5m campaign, created by Grey London, aims to show the versatility of the brand’s labelling product range and runs across TV, print and online.
It introduces the stapline, "Labels are powerful – what does yours say?", and features interviews with individuals who live along Route 66, discussing what the label "Route 66" means and how they would label themselves.
Route 66 is one of the original US highways and runs between Chicago and Los Angeles. Filmed in just 10 days, across 10 locations and covering 3,000 miles, the ad features school teachers, pupils, cowboys, and dancers discussing the meaning behind the label of Route 66 and how they would label themselves.
The TV ad, directed by James Gooding, will first be aired as a 30 second spot during ITV’s Coronation Street on Monday (22nd August) and will run on primetime TV slots for four weeks.
Complementary print ads will appear in the Daily Telegraph, Telegraph Magazine, Sunday Times Magazine, Daily Mail Weekend and BBC Gardeners World between August and October.
Media planning and buying has been handled by Carat, with production by Hungry Man.
Dave Peters, head of business development at Brother UK, called the campaign an attempt to "challenge" perceptions. He said: "Route 66 is a fantastic backdrop against which to explore and communicate the unexpected self-expression, versatility, and practicality that our products offer. The people we met, their stories and the epic, panoramic visual settings have allowed us to create highly impactful material that supports our business partner channels."
The campaign will also be supported by digital advertising and a dedicated Facebook campaign, as well as point-of-sale activity in retailers, including Staples, Ryman and Maplin. There are plans to roll-out the campaign across Europe later in the year.
Peters said: "As a brand, consistent re-evaluation of our business within our target audience is key, hence the imperative to make bold, brave and unexpected campaigns. We believe in our products and our business and we are happy that this campaign communicates our passion to deliver more and to demonstrate the relevance of labelling in its purest form.
"This is the first time in broadcast media that we have had the opportunity to fully showcase our 'At Your Side' positioning through real people in the real world. This human quality is a truth that lies at the heart of the business and we are delighted that it shines through in this campaign."