Show of blokeish attitude lends Ben Sherman work extra punch

Ben Sherman - essential fashion wear for mods and skinheads everywhere in the 60s and 70s - is making a comeback with its first major branding campaign in more than 20 years.

Ben Sherman - essential fashion wear for mods and skinheads

everywhere in the 60s and 70s - is making a comeback with its first

major branding campaign in more than 20 years.



Sales of Ben Sherman shirts have already begun to rise on a tide of

nostalgia for the era with which they are associated, fuelled by the

success of Britpop bands such as Oasis and Blur and the current 70s

fashion revival.



The campaign, which was created by Grey, is designed to give sales

further impetus, especially among ’regular types’ who do not respond

well to the glamour of conventional fashion advertising.



Ivor Jones, the copywriter, and his art director, Gary Woodward, used a

variety of people - from newspaper sellers to skinheads on the dole - to

illustrate the ads. The result is seven executions, each featuring a

picture of a tough-looking bloke in the shirt, coupled with an

uncompromising headline.



One, for example, shows a black man in a Ben Sherman shirt and the line:

’A man should be judged by the colour of his shirt.’



Another, under the heading, ’fashion statement’, shows a skinhead doing

a V sign at the camera. A third shows the enraged face of a skinhead

beside the line: ’100% cotton. Comfort for even the most irritable

skins.’ Photography was by Jack Bankhead.



The pounds 1 million campaign, which breaks in the April issues of

titles such as Loaded, the Face and Attitude, will also hit poster sites

around Britain during April. The campaign is the first since Grey won

the business last year. Media was bought and planned through Grey’s

media dependant, MediaCom.



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