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Farmers chooses fast-paced and funky over shouty for its latest campaign

  • News
  • February 26, 2016
  • StopPress Team
Farmers chooses fast-paced and funky over shouty for its latest campaign

Farmers has launched a new spot via JustOne/.99 dubbed ‘Make your look’ for its autumn and winter new season collection, and much like its most recent ad it’s again gone for something a bit different and more creative from its previous style.

Instead of using its traditional approach, where a model awkwardly poses in pajamas (or some other item of clothing) as a price pops up beside them, Farmers has gone for a fresher look.

The ad has a funky soundtrack, is fast-paced and encourages consumers to make their look from Farmers’ large range of clothing and homeware.

It also pushes Farmers’ website which offers online shopping.

On its YouTube channel it also features interviews with the models in the ad who discuss their shopping preferences and how clothes make them feel.

We contacted JustOne/.99 who said they would prefer not to comment on the campaign.

Farmers’ previous ad by JustOne/.99 was subtle and artistic, showcasing its various products in a series of different rooms.

There was no megaphone-enhanced voice-over, no price mentions, the 30-second scene simply rotated from one room to the next, showing different products while slightly eerie music played in the background.

Then, once the showcase was complete a voice-over quietly invited the viewer to “take a look around”.

.99/JustOne isn't the only agency experimenting with quirkier retail ads. Colenso BBDO has over the last year delved deep into the macabre for its New World ads.

Rebel Sport has also over the last few years carved out a clear identity with creative brand ads that focus on sports rather than products.     

The shift reflects marketers’ attempts to focus on the emotional rather than the rational, in an attempt to connect with more consumers.

In today’s world shouty retail ads don’t really cut the mustard anymore, and even Briscoes, one of the masters of 'in-your-face' ads has opted for a more emotive approach, painting the Briscoes lady aka Tammy Wells, in a whole new light.

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