Over-the-top attempts to look stylish are featured in new
advertising by Peter Werth, the fashion retailer for men.
One ad shows a man admiring the razorblade piercing his tongue. In
another, a man sits under a dryer in a hairdressing salon. Both are
featured in the upcoming press and poster campaign under the theme: 'Try
half as hard to look twice as good.'
The campaign is the first for the company by Barrett Cernis, which won
the creative assignment on the pounds 1 million account after a four-way
pitch in December last year.
Ray Barrett, the agency's creative partner, art directed the ads, which
were written by Gideon Todes. The campaign aims to give the retailer a
higher profile with 18- to 30-year-olds. The ads were shot on location
by the photographer Jane Chilvers.
The advertising campaign coincides with the extension of the Peter Werth
clothes range into shoes as part of the company's mission to offer style
with affordability and to have a profile that matches the distribution
of its products. The brand sees its target market as young men who want
to look good but would be reluctant to spend pounds 100 on a jumper.
Justin Cernis, the agency's managing director, said: 'The campaign has
been a huge leap of faith for Peter Werth. The ads are saying that you
don't have to try too hard. We want to present the company not as a high
fashion brand, even though its products are fashionable.'
The advertising will run in men's magazines and fashion supplements and
on 48-sheet poster sites near to football grounds. Media is currently
being bought directly while permanent media arrangements are being