London Pride ads invite punters to the 'January ale'

Fuller's, the London brewery, has borrowed from John Lewis and Selfridges in its January campaign for London Pride.

The ‘January Ale’ ads, created by The Corner, launch today and play on the January sales offered by most retailers by blocking out the letter ‘S’ in 'sale' with a bottle of London Pride to say, for example, "January Ale".

The ads are produced in the style of familiar ads by Selfridges (yellow with black lettering) and Harrods (which uses the tagline 'there is only one sale').

The campaign imitates iconic sale posters from Selfridges, Harrods and John Lewis. Print ads will run in Metro, the London Evening Standard and Time Out, while an outdoor ad will be posted on the billboard site at the Fuller’s brewery in Chiswick, west London.

Jane Jones, the head of marketing at Fuller’s, said: "January is normally a quieter month for most alcohol brands, so we have to be even more creative at this time of year.

"The aim here was to create a campaign that would cut through the noise and make people smile versus the deluge of January sales ads they tend to see."

The ads were copywritten by Matt Lancod and art directed by Rob Amstell at The Corner. UM handled the media planning and buying.

Neil Simpson, a founding partner at The Corner, said: "The Selfridges, Harrods and John Lewis ads have become standout in their own right – everyone knows the Selfridges yellow and the Harrods tag line.

"We’ve played on this in a way that lets Fuller’s join the January sales conversation in a relevant and humorous way."