London fashion brand Ted Baker has opted for a lavish, crime-meets-couture-themed thriller as its latest fashion ad, in a collaboration with Guy Ritchie and directorial collective Crowns & Owls.
The campaign, by Poke London, centers on an evil villain called "The Needle" who has stolen the brand's fabrics "for his own twisted creations," and who is being hunted by agents named Silk, Lacy, Draper and Weaver on behalf of the mysterious leader T.E.D. It's sumptuously filmed (with the final showdown taking place at what looks like a French chateau), with about as many couture-related puns as you can pack into one ad, and all the fashion in it is entirely shoppable via Ted Baker's website.
Ritchie executive produced the campaign, which was trailed by Ted Baker with the "leak" of "classified information," apparently by The Needle, on social media in the run-up to its release today.
Ted Baker is also running an interactive store windows competition using Google's voice search app. Customers find codes on the windows and read them into their phone to bring up local prize offers that they can claim in-store.