Next: Nailing It With A New Brand Direction

Next had seemingly fallen under the radar in recent months laying low and avoiding the limelight. This may be to do with, what seems to be, a step in a new direction from the well known fashion retailer.

In a series of short and quirky ads the company seems to have changed their brand positioning, aiming at a younger, trendier audience. I particularly love the scene where two cute young girls are in the playground smiling at each other both wearing Unicorn tops with the supporting line of “Finding your kindred spirit. Nailed it”.

Each spot uses minimal narrative and plays on the brand’s product with clever copywriting and sweet short scenes. The campaign lives under the strapline “Nailed it”, which has digital competition site to support above the line activity.

Watch the series here:

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