This month sees the first advertising campaign launch from men’s and women’s fashion retailer Ted Baker, its first in the brand’s 30-year history.
Drawing on the provocative and left field nature of Ted Baker CEO and self-proclaimed “closest man to Ted”, Ray Kelvin, with his playful pink scribbles over the model’s face, the multichannel campaign is set to run on the sides of buses, taxis and in underground stations across London, as well as in a number of British print magazines, online, and across social media.
The brand has always taken an unorthodox approach to its marketing, even creating a comedy sitcom called “Keeping up with the Bakers” in spring 2017, which played episodically over Instagram Stories over an eight-day period. It has also always been known for its quirky window displays and instore marketing, but this is the first time it has taken a more traditional advertising route which it has previously always avoided.
Featuring Ted Baker’s classic women’s wrap coat, which celebrates its own 10th anniversary this year, the campaign “highlights its contemporary lines and flattering shape” in a limited edition ivory colour, which is only available at tedbaker.com in the UK, and with selected accounts in America.
Giving the campaign an extra spin is “Grab Your Coat”, a special raffle-style competition that democratises the idea of “limited edition” shopping, with names going in to a hat and selected at random. A “few winners” will be contacted in person to complete their purchase, and entries to the draw close on 30 November.
Kelvin, who started Ted Baker as a men’s shirt specialist in Glasgow in 1988, said: “We’ve never taken the expected route in the last 30 years, and nothing’s going to change that. We always try to surprise and delight our customers, caring deeply for them with one hand, and constantly provoking them with the other. We believe this campaign does exactly that, blending modern photography with our mischievous sense of humour.”