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| Author | Zoe Aresti |
The Garage Soho, a media and tech start-up incubator founded by ad legend Sir John Hegarty, has unveiled the inaugural ad for The Chapar, a pioneering retail concept for men, on cinema.
The amusing ad – the first broadcast piece from The Garage Soho – depicts the shopping nightmare of life without The Chapar, using comedy to reinforce the torture that most men endure while shopping on the high street.
In a unique ‘double’ father and son collaboration, The Chapar founders Joe and Sam Middleton worked alongside Sir John and Elliot Hegarty at The Garage Soho, who wrote and directed the ad respectively. Comprising a 60-second brand creative and a selection of 10-second stings, the campaign will be launched exclusively on cinema, through a partnership with Digital Cinema Media (DCM) and Picturehouse Cinemas.
Borne out of an inherent male loathing for shopping, The Chapar has been developed to redefine how men purchase fashion, creating an easy alternative to the high street with the help of a personal stylist. After curating a selection of premium items to suit the shopper’s own personal taste and body shape, The Chapar then delivers a bespoke ‘trunk’ direct to the customer’s home or office.
The Garage Soho partnered with Royle Productions for the campaign launch, who took on both the agency and production company roles, creatively managing the whole production process from the casting, set build and shoot to the post processes required to bring the ad to life.
Sir John Hegarty, creative founder, The Garage Soho, said: “To become an iconic brand you have to at some point create broadcast advertising. A brand is made not just by the people who buy it, but also by the people who know about it. By approaching the fashion industry with humour and wit, we will help make the Chapar stand out from other fashion brands, who all take themselves too seriously.”
Sam Middleton, co-founder and CEO, The Chapar, said: "As a business we are very excited to be partnering with Picturehouse Cinemas to roll out our first advertising campaign. Our members are a discerning group that meshes well with the knowledgeable audience Picturehouse Cinemas hosts. They want to look great but want to spend their free time doing things they truly love, such as going to the cinema, hence the tagline: Love film, loathe shopping."
Karen Stacey, CEO, DCM, said: “We’re thrilled to welcome The Chapar exclusively onto cinema for the first time and proud to support the launch of its inaugural ad campaign. Cinema is becoming an essential part of the AV media mix because it helps brands stand out from the crowd. The cinema medium is flexible, adaptable and targeted, and partnering with the Picturehouse Cinema chain will provide The Chapar with unprecedented access to an upmarket, early-adopting and social-savvy audience in a unique, engaging and uncluttered media environment, while keeping in-line with its brand’s ethos.”
Frances Royle, executive producer, Royle Productions: "It was an incredibly enjoyable project to produce and working with Sir John again was just fantastic. The script, directing and acting are all perfect and, with two comedians on set all shoot, it was such a fun production to be involved with."
The ad was launched at an event at Picturehouse Central on 4 March alongside an exclusive screening of Hail, Caesar!, the latest comedy from the Oscar-winning Coen brothers. The Chapar will further be aligned alongside a number of exclusive preview film screenings across March, while Picturehouse Cinemas members will also be treated to an exclusive offer from The Chapar.
Read how the news was covered by Campaign Magazine.
Watch the ad: