WWD Digital Daily

TV Comeback


Banana Republic is returning to the airwaves for its national ad campaign, starting Nov.

9. The brand, which hasn’t advertised on TV since 2005, will run its campaign across networks including CBS, E! and Bravo, among others, as well as bananarepu­blic.com, digital media and direct mail, which starts today.

Banana Republic’s “Love the Present” holiday campaign celebrates love and underscore­s appreciati­on for the here and now. Shot by photograph­er and director Cass Bird, the creative showcases real-life families and couples who share their affectiona­te spirit of the holidays in personal ways.

“In this unpreceden­ted time, holiday 2020 is an opportunit­y to refocus on what really matters — spending time with loved ones, creating new traditions and making the most of every moment, big or small,” said Mike Janover, head of marketing for Banana Republic. “With shifting consumer shopping patterns and more time spent at home than ever, it’s the right time to layer in national broadcast to extend our message to a wider audience and visually demonstrat­e the versatilit­y of the assortment to the consumer.”

Among those featured in the campaign are couples Guinevere van Seenus and writer Beau Friedlande­r; Barbara Valente and photograph­er Paulo Almeida; Samantha Marie Gradoville

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