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Editor’s Pick. Target ‘Liberty of London’ advert

Agency: ASVO

Client: Target

We’re not aware of the legendary London department store, Liberty, ever producing a TV advert. If it was to, what might it look like? Well possibly something like this.

US retailer Target is launching a unique partnership with Liberty of London, which combines the retail giant's budget-conscious ethos with Liberty's legendary styles.

The resulting advert is this work which aims to buck industry trends and create a unique oversized practical environment that showcases Liberty's clothing, home and table ware, garden products, bicycles and more.

The edgy Liberty spot follows AVSO's recent series of high-profile Target Frugalista spots - done in the iconic style of the retail chain - that aired during the Grammys, the Golden Globes, and the Winter Olympics. The spots are vastly different in tone and presentation from the Liberty spot, serving as both a verification of Mikon's incredible versatility and AVSO's ability to attract and maintain the world's most visible clients.

“What Liberty has got is something unique; a fashion editorial come to life; a slightly surreal and ethereal spot that goes far beyond traditional retail expectations," said AVSO EP, Saffron Case.

‘Liberty of London’, shot at Greystone Mansion and other locations, is a beautiful, quirky spot starring fashion model-types gallivanting through impossible practical landscapes of oversized dimensions: a sprawling tabletop stocked with human-sized china; a soaring bedroom with mattresses stacked to the ceiling beside a 12-foot-tall lamp; a garden with head-high mushrooms, giant roses, and a 14-foot watering can.

Outrageously intricate Liberty patterns are featured on the fashion and home décor or inside the garden, becoming truly iconic through the use of oversized scale and giving the viewer a look at the products in a uniquely modern way.

The imagery becomes richer in detail as each scene is transformed to become imaginary and fanciful, evoking a real sense of wonder.

The spot is one component of a larger campaign featuring a print component shot by well-known fashion photographer Tim Walker.

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