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The Bay is targeting the fashion forward female consumer with a new TV and cinema ad to position the retailer as one that carries young, cool and top end brands.
The ad, which is running in French and English, was created using photography stills from The Bay’s Look Book and flyers that move across the screen as Fred Falke’s remix of the Lykke Li song “I’m Good, I’m Gone” plays in the background.
“We’re trying to spell out that we’re cool, finally, or again, and that we have really great brands that can compete with the really high level department stores,” said Tony Smith, creative director at The Bay. “I think a lot of people think of the Bay as the place to get towels and good quality–but not expensive–stuff.”
While John St. had been The Bay’s agency of record since early 2007, Smith said the retailer doesn’t currently have an AOR and is instead working with a host of agencies on various projects as they come up.
This spot was created in-house and produced by Toronto’s Crush.
Smith worked with the music consultancy firm Bellosound to pick a song that would resonate with young, cool girls “who wouldn’t think oh that’s three years ago, but would think I like that song I can’t believe The Bay chose that,” said Smith.
