David Jones celebrates exploration in new campaign for spring/summer collection
David Jones is promoting its spring/summer collections with an urban-exploration themed ad, featuring brand ambassador Jessica Gomes alongside a collection of African animals.
Created by Whybin/TBWA Sydney, the spot follows on from the retail chain’s Autumn collection promotion which saw Gomes use a forest as a catwalk and introduced the brand’s tagline ‘Lead an extraordinary life’.
For the spring/summer ad, the brand has moved the setting from the forest to the city with the theme based around the idea “great stories come from great adventures” and features Gomes alongside fellow brand ambassador, and winner of Australia’s Next Top Model, Montana Cox in adventurous settings from scooter chase scenes to safari adventures. It is set against the track ‘Surf Hell’ by UK band Little Barrie.
Hmm no comments?
Says it all really.Dreary and dated.Hopefuully the new lot can restore this ageing brand.The current work sure aint doing it.
Not sure what you’re smoking to make this ‘dreary and dated’…I would call it lively and fun. I’m a lover not a hater though. I think the work is great.