Ethical and sustainable children’s clothing company, Frugi, has unveiled its first-ever TV commercial, produced in partnership with independent creative company, Friendly Giants.
The new TV ad, which centres on the creative concept ‘Love the Planet You Play on’, aims to draw a new audience to the brand through a bright, fun and playful execution. The ad story also introduces iconic Frugi product, including the best-selling Skater Dress, Puddle Buster Coat and Parsnip Dungarees.
These come to life when they are on their own in the child’s bedroom and their chatter subtly highlights product features whilst injecting brand personality. The creative process in designing the ad marks a step-change in communication; one that takes the viewer on a considered brand journey where they will learn about the strong, planet-positive and ethical core of the brand over time.
The ad runs from 18 October until 14 November. It will be broadcast on All 4 on Demand TV as well as on the brand’s owned media channels.
Recognisable by its vibrant colours and playful characters, Frugi’s clothes contain clever design details that make them as practical as they are fun to wear. There is always an environmental mindset of extending their usage and lifespan, too. For instance, reversible styles and interactive appliques. Plus, clothes with extendable cuffs and waistbands and adjustable shoulder straps designed to grow with the child.
Frugi uses GOTS certified organic cotton for 85% of its clothing. This strict certification by the Soil Association means Frugi uses organic fibres that have met rigorous production standards. Organic cotton is better for the environment by using less water and producing less CO2 emissions. It also feels softer because the fibres remain intact and not broken down by the harsh chemicals used in the processing of conventional cotton. This makes the clothing more durable as well.
Encouraging customers to reduce, reuse and recycle, the remaining 15% of products feature old polyethylene (PET) plastic bottles. These are spun into yarn to make a durable, waterproof fabric for outerwear, accessories and swimwear.
Commenting on the new Frugi TV commercial is the brand’s head of marketing, Lara Smrtnik.
“Our first TV ad marks a very exciting milestone for us as it is testament to Frugi’s fast-expanding brand presence. Being able to work with Friendly Giants to help bring our vision to life and reach a new audience has been wonderful. Through our ad, viewers will be able to see our iconic products in a fun and memorable way. We hope that this ad inspires All 4 viewers and their families to love the planet they play on.”
CCO of Friendly Giants, Gavin Leisfield, adds; “We love friendly clients, especially those who put purpose and play at the heart of brilliant work. While Frugi has a genuinely noble purpose – to inspire love for the planet we all play on – the team was clear that the brand’s playful, joyful personality should shine through. We’re so proud of the work and hope it brings a smile to people’s faces, while they shop at welovefrugi.com.”
For further information on Frugi and to visit the brand’s trade website, please click here.
