TBWA\C\D Gives Retailer an All-Girls World

LOS ANGELES In its first agency-assisted advertising effort, specialty apparel and accessories retailer Limited Too last week launched a bubblegum-pink marketing campaign from Omnicom Group’s TBWA\Chiat\Day.

In two television spots, the Playa del Rey, Calif., shop created a Hilary Duff-worthy utopia full of multicultural “tween” girls—active, fashion-aware, 7-14 year olds who embrace puppies, pillows, butterflies, stickers and cell phones.

Taking cues from the design and feel of Limited Too’s stores, TBWA\C\D’s 30-second spot asks, “What if there was a world created only for girls?” As it happens, there is: The camera pans over a pastel and polka-dot land of cottony white clouds, pretty ponies and soap bubbles.