The new platform aims at making Very the nation’s most-loved, inclusive and helpful retailer. It underlines Very’s multi-category product offering and flexible ways to pay, which help customers say yes when it matters most.
Carly O’Brien, Chief Marketing Officer at The Very Group, which operates Very, said: “Our strategy features moments from everyday life that are universal and culturally relevant, told through the lens of the consumer. Insightful, warm, optimistic and real throughout, the aim is to underline Very’s position at the heart of everyday life and to convey the humanity of our brand – helping, supporting, understanding – with the tone of a friend talking.”
‘Life is this Very moment’ celebrates the thousands of small moments that make life special. It’s not just about the big moments, but the small ones that happen every day and make life worth living in the moment.
Raquel Chicourel, Chief Strategy Officer at Grey London, added: “‘Life is This Very Moment’ is here to remind us all that life happens now, and no moment is too small. This platform feels very much in tune with a lot of what we are all collectively experiencing today. We can’t wait to see this beautiful platform flying high, with bigger work to come soon.”
The first creative expression of the new platform is a TV ad, ‘Daisy’, which launches on 5th October 2020, and was directed by Gary Freedman through Independent Films. The TVC heroes a little girl who totally loves autumn and plays in the park on a sunlit autumn day. Dressed warmly and surrounded by seasonal scenes, she describes all her favourite things about the season – from roast potatoes to wearing pyjamas all day –, to her toy, a green Hulk figurine. The film ends with the strapline: ‘Life is this Very moment’.
The new campaign, which is the first by Grey London for Very after the agency won the account in May 2020, will be closely followed by a Christmas campaign that will further develop the creative platform.
Source: Grey London