May 17, 2012, 1:36 pm -- /EPR NETWORK/ -- This week sees the launch of the new Halfords summer campaign by DLKW Lowe.
The campaign centres around a 60” TVC execution, written by DLKW Lowe’s Executive Creative Directors Richard Denney and David Henderson and directed by Academy’s Frederic Planchon. The story follows 4 children on a summer family trip. A boy and girl from the 1970s playing alongside a present day brother and sister.
Set to the 70s anthem ‘Into the Valley’ by The Skids, the ad brings to life nostalgic moments from trips and holidays that people look back on with fond memories. Summed up in the endline ‘ The best trips last a lifetime’, the ad reminds parents that Halfords is the launch pad to family adventures this summer. Bikes, tents, roof boxes and cycle carriers are at the heart of Halfords’ business and heritage, and have been used by families going away on trips for years.
With the current economic backdrop, a trend for family ‘staycations’ this summer, and a desire to go ‘back to basics’ with simple pleasures of earlier decades, Halfords want to evoke memories of trips parents made when they were kids back in the 70s, when life was free, easy and fun. The ad shows how easy it is to recreate the same memories for their own children, instead of spending most of their childhoods indoors on computers and video games.
The 60” spot is supported by two 30” TVCs, one focussing on cycling and the other on camping. A longer 80” version of the film will also run online on Halfords Youtube channel, Facebook and VOD spots. The campaign will also be supported by retail TV and press.
David Wild, Chief Executive for Halfords commented ‘The ad is designed to evoke our customers happiest childhood memories and portray Halfords as the gateway to enjoying the great outdoors with their family and friends. Our products and services are designed to ensure our customers have everything they need for their great getaways. So we want to remind people of the part Halfords has played in their holidays and how we can help again this summer.”
The TV commercial launches on Wednesday 16th May 2012
For more information please contact Ian Barlow (New Business Director on 020 7584 5033)
Notes to Editors:
Project name: Halfords Brand: The best trips last a lifetime
Client: Gerry Murphy, Halfords Group Brand Marketing Director
Andrew Brotherton, Senior Marketing Communications Manager, Halfords
Creative agency: DLKW Lowe
Creative director & team: Richard Denney & Dave Henderson
Planner: Alex Huzzey
Account Director: Charlotte Wolfenden
Ageny producer: Jeremy Muthana
Media agency: Walker Media
Prod. company: Academy
Director: Frederic Planchon
Producer: Lucy Gossage
Editor: Jonnie Scarlett @ The Quarry
Audio post-prod: Wave Studios
Air Date: 16.05.12
The Group is the UK’s leading retailer of automotive, leisure and cycling products and through Halfords Autocentres is also the UK’s leading independent car servicing and repair operator. Halfords employs approximately 11,000 staff and sells over 12,000 different product lines with significant ranges in car parts, cycles (including bmx), in-car technology, child seats, roof boxes, outdoor leisure and camping equipment. Halfords own brands include the in-store Bikehut department, for cycles and cycling accessories, Apollo and Carrera cycles and exclusive UK distribution rights of the premium ranged Boardman cycles and accessories. In outdoor leisure, we sell a premium range of camping equipment, branded URBAN Escape. Halfords offers customers expert advice and a fitting service called "wefit" for car parts, child seats, satellite navigation and in-car entertainment systems, and a “werepair” service for cycles.
Halfords customers shop at 466 stores in the UK and ROI and at Halfords.com for
direct home delivery or pick-up at their local store. Halfords Autocentres operates
from 227 sites nationally and offers motorists dealership quality MOTs, repairs and
car servicing at more affordable prices.
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For more information contact: