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Fashion retail giant Urban Outfitters has launched a new multi-channel campaign that puts a fresh spin on holiday traditions.
Made together with award-winning production agency 1stAveMachine, the "Happy LOLidays" campaign hopes to position the brand as the go-to affordable clothing gift destination this festive season.
The latest efforts are marked by a bizarre yet playful spot directed by Laurence "Baz" Morais titled "UO Carol," as well as a feature track from TikTok sensation Lubalin and a dance challenge made by Lars Gummer.
Notably, "UO Carol" features a handful of UO collectible characters such as Monchichi, Moomin, Kewpie, Miffy, and Calico Critters. Here, the brand also features its fashion holiday staples.
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Beyond the spot, "LOLidays" will also be transforming UO physical and digital stores into a holiday wonderland, with themed "LOLiday Gift Guides" to help shoppers find the perfect present.
Urban Outfitters Chief Merchandising Officer Mahoney Cahill shared her thoughts on the campaign, saying the brands hope its customers find UO to be a place of discovery "for the most unexpected and standout gifts, for everyone on their list."
"Our customers look to us for that uniquely UO charm and with over 700 gifts under $25, we've curated a collection of the most viral and culturally relevant products. We are excited to welcome customers in," Cahill added.
With characters coming to life, Urban Outfitters hits the bullseye with a kooky yet equally entertaining spot — a brand marketing strategy sure to grab its audience's attention.
"This commercial was a blast to shoot. Felt like I was shooting one of my music videos. The challenges of bringing to life Urban Outfitters product with puppets and AI and blending everything together in a cohesive world was made possible because of a tight-knit team with whom I've been working closely for the past 10 years," Director Laurence "Baz" Morais told DesignRush.
A Happy LOLidays from UO
The 30-second spot kickstarts with a young woman stressing over holiday gift shopping, with everyone nagging her on her phone.
She then magically transforms into a puppet, as UO characters around her begin to sing and rap to a holiday jingle.
"It's time to change things, the season needs rearranging," they take turns singing.
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Viewers are then treated to a visual delight, with icons like Miffy, Monchhichi, Owala, Kewpie, and Fujifilm Instax coming together to sing the "LOLidays" jam, as pairs of pants and sweaters begin to dance.
The commercial ends with the girl back on her phone, smiling after discovering UO deals that start at $25.
Video production houses are particularly in demand toward the end of the year, crafting holiday content for brands wanting to capitalize on the expected seasonal sales spike.
Recently, 1stAveMachine and Wix launched the inspiring "Do it. Yourself." campaign, inspiring entrepreneurs to start their own businesses with a well-designed website.
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