TOG24’s first TV advert debuts to promote its Autumn 24 collection, highlighting adaptability to the UK’s unpredictable weather.
- The campaign created with Outside of Ordinary showcases multiple outfit changes due to changing weather conditions.
- Key pieces featured include warm parkas, cosy fleeces, and stylish waterproofs, adapting to the British climate.
- Directed by Shaw & Shaw, the advert will run on TV and digital platforms, reaching an estimated five million UK outdoor enthusiasts.
- TOG24 aims to increase brand awareness and market presence, reflecting significant growth in recent years.
Yorkshire outdoor retailer TOG24 has ventured into TV advertising with its inaugural campaign to spotlight the Autumn 24 collection. The campaign, crafted in collaboration with Manchester creative agency Outside of Ordinary, cleverly captures the essence of the UK’s erratic weather patterns. A couple’s repeated attempts to leave their home are thwarted by the constantly shifting seasons, necessitating multiple outfit changes.
The advert features key items from the brand’s Autumn collection, such as the toasty warm parkas, cosy fleeces, stylish waterproofs, and even T-shirts, designed to tackle the varied British weather. This approach underscores TOG24’s message of being prepared for any weather conditions, be it bright sunshine, torrential rain, or even unexpected seasonal shifts within a single day.
Danny Heaton, TOG24’s Marketing Director, expressed that the brand’s objective is to convey a friendly and approachable image. He stated, “We’re an accessible, ‘don’t take ourselves too seriously’ clothing brand, so we wanted a fun, simple set-up that captured our brand personality.” The campaign is designed to resonate with viewers by drawing on familiar experiences of the changeable British climate.
Starting on October 9, the campaign includes 30-second, 20-second, and 10-second edits running for eight weeks. The adverts will be broadcast on connected TV platforms such as Prime, Disney, and Channel 4. Additionally, the campaign will extend to digital out-of-home, social media, radio, and podcasts, targeting the UK’s substantial outdoor audience, estimated at five million.
Renowned photography and direction team Shaw & Shaw directed the ad, with production in the hands of Beautiful Productions and Sitcom Soldiers. Media planning and buying was overseen by feedfirst Media, and advertising technology partner Skyrise played a key role. For TOG24, this advert represents a pivotal moment in amplifying brand visibility, building on its substantial growth, which has seen the company’s turnover double in the past four years.
TOG24’s strategic TV advertising debut marks a significant milestone in enhancing its brand footprint and audience reach.
