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​Superdry launches its new ad campaign – ‘Summer or Nothing’

The SS19 campaign aims to appeal to the hearts, heads and wardrobes of both existing and new customers, by driving brand re-appraisal of Superdry to be seen and valued as a ‘cool’ brand.

Superdry - an exciting contemporary clothing brand has recently launched its new ad campaign “Summer or Nothing”, establishing a strong connect between the brand and Millennials. More than just a call to arms, the ‘Summer or Nothing’ creative idea is a colourful and vibrant visual feast, encouraging people to get out there and make the most of every second of Summer. The campaign encapsulates and brings to life the ethos that rings true throughout the (summer) season. From sun-soaked pool parties to surfing, cliff jumping and skateboarding, the campaign is a burst of continuous activity and movement, teasing the potential and anticipation of high summer. Beach balls blown up to giant proportions and ice creams towering high with kaleidoscope colours, Superdry’s call to action is a clear reminder to not just get out, but to go all out.

The Superdry SS19 campaign comes to life through a minute-long stimulating and fast- moving film, depicting the care-free GenY on a journey where limits are limitless, energy levels are sky high and every day is filled with endless possibilities. To create the campaign, the brand has partnered with world class Director, Radical Friend, who has created commercials for the likes of Lexus, Adidas, Converse, KFC and Bud Light; and renowned photographer, James Pearson-Howes, who has shot for Adidas, Dr Martens, The Independent and Vice. Both of their distinctive styles have resulted in a range of totally unique and bold creative assets with Superdry’s new season collection taking centre-stage. Showcasing a fresh and innovative product mix enriched with creative influences, Superdry’s SS19 men’s and womenswear captures the energetic and playful spirit of summertime with an array of trend-lead, contemporary styles.

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