CAMPAIGN DIARY: If the cap fits - you’ve obviously got no style

The problems associated with casting a commercial are well documented - and staff from Bean Andrews Norways Cramphorn recently struggled to find enough weird-looking professionals for a clothing campaign.

The problems associated with casting a commercial are well

documented - and staff from Bean Andrews Norways Cramphorn recently

struggled to find enough weird-looking professionals for a clothing

campaign.



The agency wanted to position the streetwear brand, Sonneti, as

down-to-earth and unpretentious and hit on the idea of a line-up showing

’Mr down-to-earth Sonneti’ standing among a motley crew of oddly dressed

types.



But they couldn’t find any.



Then they took a look at some of the ’ordinary’ people around them - and

the problem was solved. A team from the agency hit the streets in an

unusual recruitment drive. Punks, goths and assorted flamboyant folk

inhabiting the streets of London proved ideal for the work.



In one ad, called ’latrine’, a row of five men are shown using a urinal

in a club while a second ad, ’supermarket’, shows them standing in a

queue in, yes ... you guessed it, a supermarket.



Although we think it’s fairly easy to spot the chap wearing Sonneti, the

creatives, Gary Soloff and Jeff Ford, decided to put the word

’unaffected’ underneath him, in case any really dozy people should

glance at the work.



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