WCRS showcases Caprice lingerie

The supermodel Caprice is to star in WCRS's latest television campaign for Debenhams to promote the launch of her lingerie range.

Caprice, the one-time Wonderbra model, is putting her range exclusively through the department store, which stocks diffusion clothing lines from designers such as John Rocha and Pierce Fionda.

The spot forms part of Debenhams' summer branding campaign, which will also include a second commercial to push its designer range by promoting Jasper Conran's fashion line, J.

The ad featuring Caprice opens with her walking toward the camera. The picture starts trembling as Caprice, in her lingerie, draws closer. Aware of the effect she is having, she bends towards the camera and offers to take it from the cameraman.

The spot will be positioned around more youthful, racier Channel 4 programming such as Friends, ER and Sex and the City, and will run for two weeks alongside a ten-second version.

The 30-second designer-themed spot uses slick camera angles to showcase the clothing. It will run for one week from 13 April, to act as a generic brand ad aimed at the Debenhams' target market of 25- to 44-year-old women.

The ad will be positioned around programming including ITV shows such as Coronation Street and the drama William and Mary, starring Martin Clunes.

"Over the past few years, Debenhams has shifted a lot of spend from press to television, which is now the main medium for the brand. For its branding-focused approach, broadcast proved to be a more effective medium," Sean Mellows, the broadcast manager at Carat, Debenham's planning and buying agency, said.

The ads were art directed by Dave Lang, written by Dave Fowle and directed by Harvey Bertram-Brown and Carolyn Corben at Pink.

The television execution will be supported by full-page colour ads that will run throughout May and June in weekend supplements and glossy magazines.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).