Explosive makes TV debut execution for Ben Sherman label

Ben Sherman, the essential fashion brand for mods and skinheads in the 60s and 70s, is celebrating its 40th anniversary with its first TV and cinema advertising.

A 90-second spot aims to reiterate Ben Sherman's heritage with the strapline: "40 years of style and attitude." It focuses on a fictitious character who becomes infatuated with Ben Sherman and attempts to assume his identity.

Created by Explosive, the TV execution is part of a wider campaign including press and poster activity.

The campaign is the first major work by the agency for Ben Sherman, which it won from Grey Worldwide in June 2000. At that time, the brand pledged to move away from the laddish image it became associated with in the 90s.

Media activity has been handled in-house and targets 18-to 25-year-olds.

The TV spot breaks on Sky One in March and will roll out on to MTV and VH1 to coincide with the launch of the Ben Sherman autumn and winter collection.

Press activity will run in fashion and style titles.

TV and cinema activity was written by Alan Donaldson and art directed by Antony Wallis. It was directed by Rory Rooney at Spectre. Press and poster work was created by Wallis and Tom Rothwell.