Uniqlo creative supremo John Jay, late of Wieden+Kennedy, has unveiled his first big global campaign under the umbrella ‘The Science of LifeWear.’ Interestingly he’s chosen Droga5 in New York as agency rather than his Portland alma mater. Maybe he wanted somebody more Big Apple..
I first discovered Uniqlo on Fifth Avenue: what a joy to find a shop that didn’t bring tremors to the credit card. It really is streets ahead of most other such retailers.
Does Droga5 do the business? Rather like W+K D5 always sets out to be different. Clever to set the film in Japan, Uniqlo is one of the few Japanese brands left that hasn’t tried to go American. And ‘The Science of LifeWear?’ Well science never did anyone any harm as in GGT’s celebrated “the Appliance of Science’ for Zanussi (which wasn’t that scientific at all – below).
MAA creative scale: 7.
Oh dear. 60 seconds of breathlessly empty sophistry and a very dull selection of clothes.
Some of the passers-by were better dressed.
Verdict: Total trousers.