BFF Commercial

The launch of bras for Tommy John was a huge success. To maintain momentum we were asked to create a TV commercial. The only problem was we hadn’t shot one. We did have footage intended for PDP and site. I combed through the footage, and wrote a treatment and script. I had a concept that was perfect for a direct response commercial ‘BFF - Bras with Fit Flexibilty’ that spoke to the bra features and benefits as if it was a friend. I wanted to pull an emotional response from a product not typically associated with emotion. Comprised of fun, easy-to-understand double meanings and word-play we’re still running it two years later with no drop-off.

Concept, Treatment + Script Will Morley

Co-conspirator Fawad Khan

Footage Art Directed By Natalie Han