Duckworth Finn Grubb Waters is launching its debut work for Bhs
after prising the account out of Saatchi & Saatchi at the start of the
year (Campaign, 12 February).
The pounds 1.5 million integrated branding campaign kicks off next week
with a 40-second TV spot.
The ad features a family driving in a soft-top on their summer holiday.
Suddenly, they are caught in a tropical downpour and the wife makes as
if to pull the roof up to shelter them from the rain.
Instead, she strips down to her swimwear. The husband and daughter do
likewise and they all revel in the rain.
All the items of clothing featured are named and priced, and the ad
finishes by introducing the new Bhs endline: ’Wild at heart.’
Jane Hayman, marketing director at Bhs, said: ’This commercial captures
the spirit of Bhs and allows us to showcase our Holiday Shop ranges - a
The ad will initially air in the Central and West Country regions, where
some of the major stores are situated, and is likely to roll out
nationally with new executions for the winter range in the autumn.
The TV work is supported by a national poster and press campaign due to
break in May. Double-page spreads will appear in You and OK!, with
single-page ads in a selection of the tabloids.
To coincide with the campaign, the Bhs Holiday Shop magazine will be
inserted into the June issues of monthly women’s style titles.
The TV ad was written and art directed by Paul Grubb and Dave Waters and
directed by Tom Merilion at RSA Films. Media planning and buying are by