Tesco F&F "Training the nation" by ODD

A new campaign from Tesco clothing brand F&F has the air of a 1990s workout video, but the lack of polish is part of its charm.

Brand spokeswoman Davina McCall, the former Big Brother presenter who has released fitness DVDs, fronts 15 spots, created by ODD, aimed at getting the nation moving. The ads promoting F&F’s activewear will run during ITV ad breaks between 8.45am and 9.30am, rather than traditional primetime slots. The work was written by Nick Stickland, art directed by Hannah Vere and directed by Chris Hyde through Karma.