DF/J Dresses Up Jos. A. Bank

Della Femina/Jeary and Partners’ first work for clothier Jos. A. Bank moves the client away from the heritage aspect of its positioning to one more focused on style, but keeps the value message. The agency beat five New York, Baltimore and Washington, D.C, agencies for the $10 million business last fall [Adweek, Sept. 28].
The two spots, which break this week, feature men dressed in all types of professional attire from Jos. A. Bank’s collection.
One shows young, male office workers in an effort to appeal to “panic-stricken” professionals who aren’t sure how to dress appropriately on casual Friday.