Best&Less highlights new women’s wear range in its new ‘You won’t believe’ brand spot via Banjo
Best&Less has launched a new TV campaign “You won’t believe” via Banjo, which brings to life the real fantasies of mothers across Australia.
It highlights the lengths mums wish they could go to, to get a little time for themselves and hopefully go shopping for the new women’s wear range at Best&Less.
As part of Best&Less’ brand transformation, which Banjo advertising has played a major role in, it has taken a leap in the opposite direction to its competitors.
Says Georgia Arnott, executive creative director, Banjo: “It’s not all roses like other retailers would have you believe. We unapologetically admit that everything is not perfect because perfect isn’t real.”
Says Jee Moon, head of marketing, Best&Less: “We know everyone is not a size 4 that’s why we use plus size models in our advertising. We know it’s hard and expensive to keep up to date with on-trend fashion, that’s why we offer the latest fashion trends at affordable prices. And we know it’s hard sometimes, o.k most of the time [sic] to shop with the kids, that’s why we made this ad and why we’re improving our stores across Australia to make them more customer friendly.”
Says Peta Morton, senior planner: “From all the mums we talked to, the majority could relate to the idea in one way or another. Although no one would ever actually go through with it, a lot of mums related to the fantasy of a moment of time without kids.”
Director Paul Middleditch sums the campaign up succinctly: “It’s a beer ad for mums”.
Client – Best&Less
Jee Moon – Head of Brand & Marketing
Jane Connor – Head of Advertising
Sara Mauceri – Campaign Manager
Agency – Banjo
Georgia Arnott – Executive Creative Director
Casey Schweikert – Art Director
Lewis Farrar – Copywriter
Richard Frost – Senior Account Director
Ashleigh Beddoes – Account Manager
Peta Morton – Senior Planner
Meredyth Judd – Head of Broadcast
Production Company – Plaza
Paul Middleditch – Director
Peter Masterton – Executive Producer
Tristan Milani – DOP
The Editors – Post Production
SongZu – Sound
Sonar – Music
4 Comments
Somebody calls DOCS……..
that took two sound companies?
Really pugwash? If you don’t understand production SHUT THE FUCK UP. I can only wonder why CB publishes such nasty & stupid comments.
nice stuff doods