Fcuk jumbles up its messages

French Connection, Campaign’s advertiser of the year, is continuing its controversial advertising through TBWA GGT Simons Palmer with a new campaign promoting its spring collection.

French Connection, Campaign’s advertiser of the year, is continuing

its controversial advertising through TBWA GGT Simons Palmer with a new

campaign promoting its spring collection.



The latest work encourages consumers to unscramble the jumbled words in

the ads.



There are eight executions, with lines such as ’sea they’re in the it

doing’, accompanying a shot of a beach and two towels. The line should

read, ’They’re doing it in the sea.’



The ads still use the white type on a black background that

characterised the winter work, but feature shots of the new spring

collection.



Executions include a young man sitting on a bed with a football in his

hands with mixed-up words. When rearranged they read: ’Football with my

mates or sex with my girlfriend?’



Others read: ’Don’t look now but your boyfriend’s here’; ’Undress me and

cover me in peanut butter’, and ’Gently place both hands here’.



The magazine campaign will run in titles including Company, Cosmopolitan

and Esquire throughout February.



A poster campaign breaks on 15 February on London’s Cromwell Road

site.



Bags, T-shirts and in-store material will reflect the new work, which

will be extended with executions for FC Buy Mail, Vision and

Fragrance.



The ads have been created by TBWA executive creative director, Trevor

Beattie, and art directed by Bil Bungay. Photography is by Blaise

Reutersward with media through MGM.



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