Moss launches first TV ad as part of new ‘Bring Back Stories’ SS26 campaign

British menswear brand Moss has launched a new advertising campaign, including its first-ever TV commercial, under the title ‘Bring Back Stories’ for SS26.

Working with independent creative agency The Corner, the campaign builds on the Moss ‘Men of Style + Substance’ platform that was introduced last year, taking a more story-led approach.

Directed by Owen Kasparian at production company Presence and starring Alberto Perazzolo, the commercial “celebrates the imperfect, spontaneous and unforgettable moments that define a summer well lived”.

The TV ad, which is running throughout the rest of May and June on ITV, follows a man on foreign adventures where “long days in wrinkled linen, alfresco lunches in lived-in loafers, lazy afternoons and late nights” are de rigueur.

The campaign, which focuses on Moss SS26 tailoring and casualwear pieces, is also now running across video on demand (VOD), out-of-home (OOH) and digital out-of-home (DOOH), with many spots timed to target commuters.

Moss Marketing Director, Chris Harris, said: “It's been a pleasure working with The Corner over the last year. They've significantly enhanced our storytelling and the quality of our creative output. Two campaigns in, we're very happy we made the agency choice we did.”

Tom Ewart added: “This summer, we’re encouraging men to get stuck in and live a little. Don’t stand back and spectate - instigate.

“Crease that linen, scuff those loafers, lose yourself in the moment and ‘bring back stories’. Our campaign is a celebration of spontaneity, character and lived-in elegance. As Charles Bukowski said, ‘to do a dangerous thing with style is what I call art’.”