Mother unveils TV and cinema for Selfridges

Mother has created Selfridges' first TV and cinema campaign for five years to promote the opening of its new store in Birmingham.

The 40-second execution, "pointing", which breaks this week, focuses on people participating in day-to-day activities with one arm raised, pointing for no apparent reason.

We discover why they are behaving in this way when the scene reveals the dramatic silver dome clad with aluminum discs that houses Selfridges' new department store. The endline reads: "Selfridges & Co. Now see inside."

The ad will run on ITV and Channel 4 in central regions and in cinemas around Birmingham. It will be backed by a poster presence in the city centre and on major road routes.

Posters also centre on the unusual appearance of the building by suggesting that people mark special events by having their photographs taken in front of it. Among those to pose outside are a newly married couple, a local cricket team and a brass band.

Mother's Luke Williamson said: "We knew that the people of Birmingham were very intrigued by the building while it was under construction and we wanted to build on the anticipation for what they would find inside the store.

"The spot had to be seen to be as human and inclusive as possible, as Selfridges is such a great experience, and we didn't want people to see it as 'the big boys coming up from London' but more as a landmark to be proud of."

James Bidwell, Selfridges' marketing director, said: "Selfridges Birmingham is already a major talking point in and around the city and Mother's insightful and engaging ads dramatise the anticipation of our launch in a powerful way."

Mother was appointed to handle Selfridges' advertising at the end of last year in a move by the department store's group to consolidate all of its activity into one advertising agency.

Future Systems designed the Birmingham structure, which was inspired by a Paco Rabanne chain-mail dress.

The TV and cinema campaign was directed by Maggie Zackhiem through Independent Films. Justin Mullins photographed the poster work. Media planning and buying was through Starcom Motive.