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
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
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
Bags, T-shirts and in-store material will reflect the new work, which
will be extended with executions for FC Buy Mail, Vision and
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.