WCRS showcases Caprice lingerie

The supermodel Caprice is to star in WCRS's latest television campaign for Debenhams to promote the launch of her lingerie range.

Caprice, the one-time Wonderbra model, is putting her range exclusively through the department store, which stocks diffusion clothing lines from designers such as John Rocha and Pierce Fionda.

The spot forms part of Debenhams' summer branding campaign, which will also include a second commercial to push its designer range by promoting Jasper Conran's fashion line, J.

The ad featuring Caprice opens with her walking toward the camera. The picture starts trembling as Caprice, in her lingerie, draws closer. Aware of the effect she is having, she bends towards the camera and offers to take it from the cameraman.

The spot will be positioned around more youthful, racier Channel 4 programming such as Friends, ER and Sex and the City, and will run for two weeks alongside a ten-second version.

The 30-second designer-themed spot uses slick camera angles to showcase the clothing. It will run for one week from 13 April, to act as a generic brand ad aimed at the Debenhams' target market of 25- to 44-year-old women.

The ad will be positioned around programming including ITV shows such as Coronation Street and the drama William and Mary, starring Martin Clunes.

"Over the past few years, Debenhams has shifted a lot of spend from press to television, which is now the main medium for the brand. For its branding-focused approach, broadcast proved to be a more effective medium," Sean Mellows, the broadcast manager at Carat, Debenham's planning and buying agency, said.

The ads were art directed by Dave Lang, written by Dave Fowle and directed by Harvey Bertram-Brown and Carolyn Corben at Pink.

The television execution will be supported by full-page colour ads that will run throughout May and June in weekend supplements and glossy magazines.

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