Low prices at centre of WCRS debut work for clothing retailer

WCRS has produced its first TV branding campaign for Debenhams since it picked up the pounds 6 million account last year.

WCRS has produced its first TV branding campaign for Debenhams

since it picked up the pounds 6 million account last year.



The campaign focuses on the range of designer brands available at the

store, emphasising their affordability.



Four ten-second executions break on Saturday. The first is titled ’a

brief commercial’ and features several quick cuts of a meaty man in

Calvin Klein underwear. It ends by revealing Debenhams’ low-priced

designer underwear.



Another ad features the silhouette of a seemingly naked woman in profile

and is titled ’implants’.



The silhouette appears to grow to enlarge the woman’s chest. A second

title appears, stating ’Don’t pay more than pounds 35’, with a light

revealing the woman is wearing an Ultimo gel-filled bra.



The final two ads promote JCB clothing and Lulu Guinness accessories,

both of which are available exclusively in Debenhams.



The company claims that the new look is the culmination of five years

repositioning work, led by Debenhams’ chief executive, Terry Green. The

work also appears on press, posters and in-store material.



Running for four weeks on national and satellite TV, it was written by

Nick Kidney and art directed by Kevin Stark. It was directed by Joe

Roman at Rose Hackney Barber.