TOG24 marks its first foray into TV advertising with a dynamic campaign celebrating its Autumn 24 collection.
- The advertisement, crafted by Outside of Ordinary, captures the essence of British weather’s unpredictability.
- The narrative follows a couple adjusting their attire to meet ever-changing weather conditions.
- Directed by Shaw & Shaw, the campaign is part of a larger effort to boost brand recognition across various platforms.
- The strategic move comes as TOG24 aims to capitalise on its growth and reach a broader audience.
TOG24, a renowned outdoor retailer based in Yorkshire, has launched its first television advertisement. This new initiative is tied to the debut of its Autumn 24 collection. The campaign was developed by Manchester-based creative agency Outside of Ordinary and seeks to encapsulate the volatile nature of weather in the United Kingdom.
The advertisement creatively follows a couple who repeatedly attempt to leave their home, only to be met with different weather each time they open the door. This necessitates multiple outfit changes that feature TOG24’s Autumn collection, including warm parkas, fleeces, waterproofs, and T-shirts. As the seasons appear to shift from autumn to winter, and even spring, the brand illustrates its capability to provide “proper clothing for the British autumn (and winter and autumn again and spring…).”
TOG24’s Marketing Director, Danny Heaton, explains the campaign’s intent: “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.” The advertisement aims to evoke a sense of familiarity and positivity among viewers, presenting TOG24 as a welcoming and reliable brand for all weather conditions.
The advertisement has been released in varying lengths—30 seconds, 20 seconds, and 10 seconds—and is set to run for eight weeks. It will be broadcast on connected TV platforms such as Prime, Disney, and Channel 4, in addition to digital out-of-home displays, social media, radio, and podcasts. This wide-reaching strategy targets the UK’s approximately five million outdoor enthusiasts.
Produced by Beautiful Productions and Sitcom Soldiers, with media planning by Feedfirst Media and advertising technology support from Skyrise, the campaign represents a pivotal moment for TOG24. The company, operated by its founding family since 1958 in Heckmondwike, Yorkshire, has seen substantial growth, doubling its turnover over the past four years. This venture into television advertising serves as a strategic step in further elevating its brand awareness.
By venturing into television advertising, TOG24 seeks to enhance its market presence and introduce its offerings to a wider audience.