Firetrap has launched its new ‘Deadly Denim’ ad campaign, which aired on television and online for the first time yesterday (November 3).
The haunting advert was created by advertising agency Fold7 and director Ian Pons Jewell. It focuses on the darker side of the Firetrap brand and breathes life back into the cult Firetrap mascot, ‘Deadly’ the gnome.
The film centres on a woman in a trance-like state, sitting on a rocking chair in an abandoned house. The objects around her, including an old sewing machine, come to life under her control to tailor a pair of Firetrap jeans. The woman also uses the dark arts to conjure up a man to wear the jeans.
The ad aims to take Firetrap back to its denim-focused roots as part of a wider marketing campaign, and to introduce a new generation of consumers to the 23-year-old brand.
Alicia Adcock, Firetrap’s brand manager, said: “Firetrap has great heritage and our challenge was to enhance the edgy, urban personality of the brand.”
Firetrap hosted an event with record label 25 Hour Convenience Store in East London on October 30 to launch the new ad and showcase a ‘director’s cut’ ahead of revealing the full video this week.