As part of the brand’s desire to "train the nation", F&F is hoping to inspire a nation-wide exercise event that people can take part in from the comfort of their homes.
Instead of buying traditional time slots promoting the range during prime time, F&F has bought 15 ad takeovers through MediaCom, its media agency which conceived the campaign alongside creative agency ODD London.
ODD has created 15 ads featuring McCall which will run between 8.45am and 9.30am on 29 May for an initial run on ITV next week. Teaser videos featuring McCall were seeded on 25 May.
McCall, best known for presenting Channel 4’s The Jump and previously Big Brother, has launched a range of fitness DVDs in recent years.
All the ads are unique executions in which different exercises are featured and vary in length according to the media buy.
The campaign promotes F&F’s "active range", the brand’s fitness wear, while also delivering Tesco’s wider brand tagline, "Every little helps".
ODD won the F&F account last year and was tasked with leveraging the brand’s association with Tesco.
The ads were written by Nick Stickland, ODD’s co-founder and executive creative director, and art directed by Hannah Vere, the agency’s associate creative director. The films were produced by James Grant.
Chris Other, F&F’s global brand and marketing director, said: "What excites us about this idea and our partnership with Davina is establishing a healthy-living behaviour and inspiring our time-poor customers to fit exercise seamlessly into their daily routine."