"The Label"

12 September 2023

30s

Fantasy Fashion

Tesco's F & F fashion label makes a strong return to screens with this well judged commercial. While previous outings for the supermarket clothing brand have focused on affordability, self-confidence, or body positivity, the film switches things up by concentrating on what really matters - the clothes.

Director Elena Petitti di Roreto presents a classic romance scene, with a pair of lovers running to embrace each other in slow motion. Everything is pitch-perfect when they meet, even the breathlessly captured vocals... although it's the content of their speech which adds a lovely layer of humour to the piece.

Undercutting the heightened atmosphere with mundane dialogue ("You're Joking"/ "Jacket of the season") brings the elevated action right back down to earth, making it feel like a brief escape from a relatable everyday world. In other words, exactly the sort of feeling that picking up a nice jacket with the weekly shop might inspire.

UK

Fashion Labels