Quince has launched its first UK campaign for the festive season, starring actor and ‘Friends’ star David Schwimmer.
The campaign, titled ‘The Red Sweater’, debuted on November 9 and marked Quince’s first celebrity-led campaign and its largest integrated brand campaign to date.
The 60-second film follows Schwimmer playing himself on a chase through New York, encountering a succession of characters wearing Quince cashmere jumpers in its new Coulis Red shade.
The concept nods to the actor’s association with a red jumper in Friends, with Schwimmer saying: “This time, I’m chasing the sweater, and somehow everyone else has one. Even the dog.”
The campaign launched on YouTube and through a joint Instagram post from Schwimmer and Quince, supported by shorter edits across social and digital media.
It will also run across the Quince’s website, app and email channels, with paid media spanning the UK, US and Canada.
Quince vice president of brand Antonieta Moreland said: “Quince started with a $50 cashmere sweater and a simple belief: everyone deserves access to exceptional quality. That belief hasn’t changed, but the way we tell our story is evolving.”
She added: “We wanted to bring some humour and joy to the holiday season, and David was the perfect partner.”
Founded in the US in 2019, Quince recently launched in the UK. The retailer positions its offer around premium materials at lower prices than traditional luxury brands, having launched with a $50 Mongolian cashmere jumper.
The campaign coincided with the introduction of Coulis Red across selected cashmere styles on November 9, including a women’s oversized crewneck priced at £110 and a men’s crewneck at £60.
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