Soul focuses on serenity in new commercial for Uniqlo

The low-cost clothes retailer Uniqlo is looking to differentiate itself from the "in-your-face" style synonymous with retail advertising with a new commercial by Soul, set in Greenland.

The ad focuses on Uniqlo's Warm-Lite jacket and shows an ice-yachtsman practising her sport on a frozen lake.

The Soul partner, Seamus O'Farrell, said: "Most retailers shout and scream at customers and, in Gap's case, sing and dance. We wanted to do the opposite and use a serene ambient soundtrack of wind and skates upon ice. It's about conveying a sense of serenity and playing to the strengths of the Japanese heritage of the brand."

While Uniqlo contends that the brand is for consumers of all demographics aged from eight to 80, the commercial has been created with young single people and young mothers in mind.

The commercial will be shown on ITV and Channel 4 and will also run on Japanese television. In the UK it will be supported by an ongoing Uniqlo press, poster and bus site campaign, focused on the London, Granada and central regions.

O'Farrell added: "The ad conveys a sense of value, but in an aspirational context. It was important that the brand didn't come across as just cheap."

The commercial was written by Bruce Crouch, art directed by Andy Bird and directed by Stuart Douglas at @radical. media. Media planning and buying is being handled by Zenith Media.

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