Land's End stresses simplicity and comfort with black-and-white TV spots from DDB with the tagline, "Life is in the details."
DDB, Chicago, was assigned the Dodgeville, Wis. retailer's account early last month. Land's End at the time said they would be focusing on fashion-oriented advertising rather than e-commerce.
TV spots, which broke during Sunday's episode of The Practice on ABC, were shot in what the agency describes as photojournalistic style. In one spot, shots of a family and their dog on the beach are shown with a voiceover that asks, "Remember when you demanded clothing that didn't make you feel all fidgety?"
Another shows a mother and daughter playfully enjoying themselves on a couch. "What makes one child like no other?" the voiceover asks. "What makes your grandmother's biscuits better than yours?"
Such questions lead to the tag.
To achieve a feeling of "spontaneity not often seen in film," some footage in the spots was shot with a 1914 camera. Stills from the spots were pulled for print ads that will run in magazines including Martha Stewart, Gourmet and the New Yorker. Those ads take the same tack, one showing a man and small girl walking up some steps over scrawled copy reading, "Business casual. For when your second most important meeting is with your CEO."
Land's End spent about $15 million last year, according to Competitive Media Reporting. K