TitleThis Is The Time
BriefAbercrombie & Fitch wants to move beyond its sexy flesh-dominated image and take a more mature approach to its young target market. This spot features millennials as they embark on a number of “firsts”: their first apartment, first heartbreak, first job. As they travel, eat, love and explore – all while wearing Abercrombie’s ripped jeans and plaid shirts – the voiceover encourages them to “screw up, date all the wrong people, learn by doing”.
Campaign This is the Time
Advertiser Abercrombie & Fitch
Brand Abercrombie & Fitch

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Media Type Web Film
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