The new TV commercial centres on the creative concept ‘Love the Planet You Play on’ and aims to draw a new audience to the brand through a bright, fun, and playful execution. The ad story introduces iconic Frugi product, including the best-selling Skater Dress, Puddle Buster Coat and Parsnip Dungarees. -
These come to life when they are on their own in the child’s bedroom and their chatter highlights product features in a subtle way and injects brand personality. The creative process in designing the ad marks a step change in communication - one which will take the viewer on a considered brand journey where they will learn about the strong, planet-positive, and ethical core of the brand over time.
The ad will go live from 18th October until 14th November and be broadcast on All 4 on Demand TV as well as on the brand’s owned media channels.
Recognisable by their vibrant colours and playful characters, Frugi’s clothes contain clever design details, making them as practical as they are fun to wear, always with an environmental mindset of extending their usage and lifespan. This includes reversible styles, interactive appliques, and clothes with extendable cuffs and waistbands and adjustable shoulder straps that are designed to grow with the child.
Frugi uses GOTS certified organic cotton for 85% of its clothing. This strict certification by the Soil Association means that Frugi is made with organic fibres that have met rigorous production standards. Organic cotton is not only better for the environment by using less water and producing less CO2 emissions, but it feels softer because the fibres are left intact and not broken down by the harsh chemicals used in the processing of conventional cotton. This also makes the clothing more durable.
Encouraging customers to reduce, reuse and recycle, the remaining 15% of products are made from old polyethylene (PET) plastic bottles that have been spun into yarn to make a durable, water-proof fabric for outerwear, accessories, and swimwear.
Head of Marketing at Frugi, Lara Smrtnik says, “Our first TV ad marks a very exciting milestone for us as it is testament to Frugi’s fast-expanding brand presence. Being able to work with Friendly Giants to help bring our vision to life and reach a new audience has been wonderful. Through our ad, viewers will be able to see our iconic products in a fun and memorable way. We hope that this ad inspires All 4 viewers and their families to love the planet they play on.”
CCO of Friendly Giants, Gavin Leisfield, added: “We love friendly clients, especially those who put purpose and play at the heart of brilliant work. While Frugi has a genuinely noble purpose — to inspire love for the planet we all play on — the team was clear that the brand’s playful, joyful personality should shine through. We’re so proud of the work and hope it brings a smile to people’s faces, while they shop at welovefrugi.com!.”