French Connection Goes Logo-less

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FCUK goes without a logo.
Fashion retailer French Connection -- whose FCUK logo has caused a stir, particularly with Britain's Advertising Standards Authority (ASA) -- goes without a logo altogether in a new 60-second commercial that debuts in the U.K. on Monday. Instead, the commercial -- created by TBWA/London and directed by agency creatives Trevor Beattie and Bil Bungay -- features an anti-advertising voiceover and dead air where the logo would normally appear. The French Connection brand is never mentioned.

"The time for the old fashioned arguments over logo size has passed," Beattie explains in a statement. "It's the time for clients to ask for something much deeper from their marketers. Clients should be challenging agencies on the tone of voice being created for their brands. If every brand had a clear enough tone of voice, there'd be little need for the ubiquitous logo and its associated 'size' arguments. As things stand, I can only think of a tiny handful of brands capable of doing this. Luckily, but not surprisingly, FCUK are first."

In the run-up to the campaign, French Connection began removing the FCUK logo from its stores, fueling speculation that the marketer was knuckling under to pressure from the ASA, which has been vetting all of the marketer's ads in response to complaints from the public. New print and outdoor executions will have fun with this idea with lines like "Something beginning with F" and "Don’t make us say it."

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