Breakthrough charity unveils debut TV ad

The supermodel Jodie Kidd is shown shunning a wardrobe full of glamorous clothes and plumping for the signature T-shirt of the breast cancer charity Breakthrough in its first ever cinema and TV ad breaking in late May.

The ad, which was created by Rainey Kelly Campbell Roalfe/Y&R, is part of the charity's Fashion Targets Breast Cancer drive, which recently changed from a bi-annual to yearly event. It supplements a press, poster and PR push throughout May, with media planning and buying handled by BBJ and Posterscope.

The budget for the above-the-line campaign was undisclosed, but all those involved are understood to have donated time and air space.

"The essential little black number" follows Kidd's wardrobe nightmare as she prepares for a night out. She tries on a huge number of outfits, watched by her dog, before pulling on a black number. When she gets out of her limousine, her T-shirt, with its target logo, is revealed.

The move on to TV comes after the charity reported a 29 per cent rise in income from July 2001 to July 2002. The £7.3 million rise is a result of events such as Fashion Targets Breast Cancer and Breast Cancer Awareness month, as well as increased corporate tie-ins.

Breakthrough's fundraising and marketing director, Peter Reynolds, said: "TV and cinema advertising brings a different dimension to the campaign, and will bring Breakthrough's vital research and awareness-raising work to a broader audience."

The spot was written by Graeme Cook and art directed by Stuart Elkins. It was directed by Lucy Blakstad at Brave Films.

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