Loaf says it has taken its brand in a fresh direction with a new brand advertising campaign, delivered by independent creative agency isobel.
The new campaign fights the stresses of modern life, in a protest for slow living. In a new TV ad, called The Art of Loafing, a group of Loafers play a song about the importance of Loafing, and "the joy of kicking back, slowing down, and taking a load off".
The ad campaign breaks tomorrow (8th September) nationally, across TV, cinema, press, OOH, social and digital.
Rob Fletcher, executive creative director at isobel, states: “We wanted to create a protest against the stresses and strains of modern living, where loafing is the antidote. And like all good protests we wrote a manifesto, which became a song, which was sung by a band, that became an ad.”
Shubhankar Ray, creative director at Loaf, comments: “Our new campaign was inspired by music and social protest showcasing the 'art of loafing' based on being chilled out and going with the slow. Loaf's message is about turn off (the speed), tune in (to our vibe) and chill out because we want to make a genuine connection with our audience around both physical and mental comfort. We're excited about sitting to take a stand.”
This is isobel’s second major campaign for the brand, after its Loaf Like You Mean It (see related) work last year.