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Fashion retailer Freemans has unveiled its new autumn/winter 2024 campaign by MullenLowe UK with Singer Sophie Ellis-Bextor as its face.
Freemans has unveiled its autumn/winter 2024 campaign with Sophie Ellis-Bextor as its face.
Created by MullenLowe with the retailer’s in-house team, the 30-second film targets women over the age of 40.
“Sophie and the Style Squad” features Ellis-Bexter’s new Freedom of the Night single from her latest album, which will be released later in the month.
Filmed in Stockport, Warrington and the Trafford Centre, Manchester, the products are the focus of the ad. Ellis-Bextor changes outfit five times as she exits a “Freemans” lift, walks down a street and descends escalators. The spot ends in a party scene, with the popstar joined by models of different ages and sizes.
The 119-year-old retailer has not issued a catalogue in the past four years, choosing to focus on its online store and digital spaces. Ellis-Bextor will be the face of the renewed strategy for this season.
Breaking this week across TV and out of home, the ad will also appear online and on digital channels supported by social media. Alongside YouTube, Meta and Pinterest, Freemans is trialling TikTok video shopping ads for the first time.
The7stars handled the media planning and buying, having won the £25m account in May this year.
On social and digital channels, the Murder on the Dancefloor singer is joined by the Freemans’ fashion influencer “Style Squad”, offering style tips and advice in the style of “Get ready with me” and “Ask me anything” videos.
Richard Cristofoli, chief customer officer at Freemans, said: “Together with our Style Squad we are creating a content platform that responds to customer needs for more help and advice through the new season.”
MullenLowe won the creative account in summer 2023.
Loren Cook, Creative Director at MullenLowe UKThe team at MullenLowe are so excited for this next iconic Freemans chapter. Sophie Ellis-Bextor’s undeniable sense of style and love of fashion radiates through every moment of our campaign. It’s the perfect partnership.
Sophie Ellis-BextorI remember [Freemans] was one of the first places that I saw fashion everyone could access and started a passion that I hold today. Fashion for me should be fun, and I think that’s exactly what we show with the TV ad.
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