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Family Hegarty makes ad debut for The Chapar

Here’s the first ‘family Hegarty’ ad, from Sir John (writer) and son Elliot (director) for The Chapar, a new online service that sends you ‘personally styled’ clothes to match your tastes. You send back the ones you don’t want. For men who “love clothes but hate shopping.”

It comes out of Hegarty’s new incubator The Garage Soho and the campaign will run in Picturehouse Cinemas. The Garage worked with Royle Productions.

Hegarty says: “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.”

Whatever will Soho-ites think of next?

MAA creative scale: 6.5.

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