Lowe creates TV debut for Cherokee at Tesco

Lowe has created a debut TV campaign for Tesco's casual clothing range, Cherokee.

The supermarket chain is aiming to raise the profile of the Cherokee clothing brand with the three ads, which support the autumn/winter range. The ads break this week and will run until mid-October.

The US clothing brand, which is available in 300 Tesco stores nationwide, was launched to plug the gap at the supermarket for a mid-range clothing line.

The Cherokee line includes fashion-led casual wear for men, women and children, footwear and accessories.

The advertising is part of an effort by the supermarket to provide more serious competition for high-street retailers such as Gap and Next and claim a larger share of the UK's £4.4 billion cut-price clothing market.

Each of the ads opens on a beautiful location with stunning models. But the perfect scene is soon ruined by starbursts revealing how cheaply priced the clothing the models are wearing is.

This annoys the models, who try to banish the starbursts, first by locking one in the boot of a car and then clubbing another to death. All three ads use the endline: "Design by Cherokee. Price by Tesco."

The target audience for the brand is men and women in their late 20s who like the idea of cheap but stylish clothing.

Media planning and buying for the campaign is being handled by Initiative Media.

The ads break in bank holiday Monday's edition of Coronation Street with a second appearance scheduled for Channel 4's One Hundred Greatest TV Characters.

Mark Cadman, the deputy managing director at Lowe, said: "These ads dramatise the clash between the unattainable world of fashion and the down-to-earth world of Tesco's prices."

Ian Crook, Tesco's head of brand communications, said: "Cherokee makes a great range of clothes and we retail them at amazingly low prices. These ads make heroes both of the clothes and the prices with great style."

The campaign was written by Gethin Stout, art directed by Simon Butler and directed by Jim Jenkins through Hungry Man.

The Cherokee brand was launched last autumn and first advertised in September last year through a much-vaunted press and poster campaign created by Lowe.