Yorkshire outdoor retailer TOG24 has made its first TV advert to celebrate the launch of its Autumn 24 collection.
Developed with Manchester creative agency Outside of Ordinary, the ‘Proper Clothing For The British Autumn’ campaign is rooted in the unpredictable nature of the UK’s weather.
A couple is seen trying to leave the house several times, and each time they open the door, the weather changes again—one minute, it is autumn, the next winter, and even springlike conditions.
The couple makes multiple outfit changes to suit the weather, including hero pieces from the brand’s Autumn collection: toasty warm parkas, cosy fleeces, stylish waterproofs, and even T-shirts. Whether it’s bright sunshine one day or torrential rain the next, TOG24 has “proper clothing for the British autumn (and winter and autumn again and spring…).”
Danny Heaton, Marketing Director of TOG24, said: “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.
“We want the ad to bring a smile of recognition to people’s faces and to relate to TOG24 as a warm and friendly brand that makes proper clothing for everything the British weather throws at you. No matter what it’s like outside, we have the solution.”
30-second, 20-second, and 10-second edits of the campaign started on October 9 and will run for eight weeks across connected TV, including Prime, Disney, and Channel 4.
The brand awareness campaign, targeted at the estimated five million-strong outdoor UK audience, will also run across digital out-of-home, social media, radio, and podcasts.
The ad was directed by the acclaimed photography and direction team Shaw & Shaw and produced by Beautiful Productions and Sitcom Soldiers. feedfirst Media oversaw media planning and buying. Skyrise is the advertising technology partner.
Based in Heckmondwike in the Spen Valley, Yorkshire, and run by the same family that founded it there in 1958, TOG24 has experienced significant growth, largely due to its recent strategic marketing investments. In the past four years, the company has doubled its turnover and seen year-on-year increases in branded searches.
The decision to venture into TV advertising is a significant milestone for TOG24, as it aims to increase brand awareness further and introduce a wider audience to its range of ‘proper’ clothing.
