New Fifty Plus ad created by Principles

Fifty Plus

Principles Agency – – has created the new Spring/Summer DRTV ad for Fifty Plus, – – one of JD Williams’ leading fashion brands.

The 30-second ad goes on air from 20 February until the end of June, and will be seen on ITV regional channels (excluding London), including Sky and Daybreak. The new ad showcases the new seasonal smart, casual and ‘all-occasion’ fashion collection.

Jackie Hill, head of advertising at JD Williams said: “Principles Agency continues to demonstrate in-depth knowledge of our market and the expertise to create effective DRTV retail campaigns. This is particularly important in today’s uncertain environment where retailers vie for the attention of customers, whether on the high street, through the mail or online. The creative execution of the new TV ad is fresh and enticing and will, no doubt, generate a positive response.”

The brand targets women over fifty years of age who seek well-fitted, stylish and fashionable clothes and accessories. Sizes range from 12 to 32. This latest ad encapsulates the confidence of the Fifty Plus brand and celebrates women’s varying shapes and sizes. It emphasises style and fit and the importance of keeping the target audience up to-the-minute with inspirational, everyday fashion ideas.”

Clare Stubbs, senior account manager at Principles Agency commented: “We have enjoyed a long relationship with JD Williams over which time we have built a comprehensive understanding of their brands including Fifty Plus. The new Fifty Plus ad aims to generate direct response for the new season’s versatile collection through both catalogue and website channels.”