Sir John Hegarty Worked With Director Son Elliot on Spot for Retail Concept The Chapar

BBH's Sir John Hegarty collaborated with his director son Elliot on this humorous spot launching men's fashion concept The Chapar.

The ad is the first broadcast work to come out of The Garage Soho, a media and tech start-up incubator founded by Hegarty. Sir John wrote the ad while Elliot (a director whose credits include comedy series "Suburgatory" and "Bad Education") directed.

The Chapar is a company that aims to redefine how men purchase fashion, by creating an easy alternative to the high street with the help of a personal stylist. After curating a selection of premium items to suit the shopper's own personal taste and body shape, The Chapar then delivers a bespoke "trunk" direct to the customer's home or office.

In the spot, a guy goes shopping with a friend without the help of such a service. However, whatever he tries on, his buddy laughs at or makes unhelpful comments.

Hegarty said in a statement: "To become an iconic brand you have to at some point create broadcast advertising. A brand is made not just by the people who buy it, but also by the people who know about it. By approaching the fashion industry with humour and wit, we will help make the Chapar stand out from other fashion brands, who all take themselves too seriously."

The Garage Soho partnered with Royle Productions for the campaign launch, and the ad is launching exclusively on cinema, through a partnership with Digital Cinema Media (DCM) and Picturehouse Cinemas.