On May 25 BBH and Matalan will launch the second television advert in the current brand campaign. Based on the idea of ‘Feel Good Fashion’, the new ad, “Forever Summer”, follows the release of “Forever Spring”, which launched in April this year.
“Forever Summer” showcases Matalan's Summer collection and uses a film technique that turns a pool party into a never-ending catwalk. The aim was to create a stand-out film that was different from the Spring campaign, yet still felt in the same family and was recognisable as a Matalan advert.
The ad captures a slow motion, 360-degree view of a pool party, where people are having fun in picturesque surroundings. With the camera continuously rotating forward and back, we see people having a barbecue, diving in the pool and splashing each other. A dog leaps backwards from the water and a drink sprays back into its can; it’s as if the film is rewinding, but the camera isn’t.
The film was directed by Scott Lyon from Outsider Films. The music was by Cut Copy, arranged by Owen Griffiths at Jungle.
Media planning and buying for the campaign has been handled by Feather Brooksbank.
“Matalan liberates its customers to feel fantastic about what they are buying and that is what we want to capture in the advertising. The feeling of liberation, the joy and the pleasure is what is seen in the advertising. It’s something that is really important and that’s what the idea of ‘Feel Good Fashion’ is all about,” said Jonathan Bottomley, head of strategy at BBH.