| Title | This Is The Time |
| Brief | Abercrombie & 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”. |
| Agency | The Richards Group |
| Campaign | This is the Time |
| Advertiser | Abercrombie & Fitch |
| Brand | Abercrombie & Fitch |
| Date of First Broadcast/Publication | 2017 / 10 |
| Business Sector | Clothing |
| Story | In its latest campaign, Abercrombie is hoping to show its target demographic of 21-24-year-olds that the brand has moved past its sex appeal days and is ready to take on a more mature persona. Called ‘This is the Time,’ the spot features millennials as they embark on a number of “firsts” in their lives: first apartment, first heartbreak, first job. As they frolic through new cities and go on new adventures - donning Abercrombie’s signature ripped jeans and plaid shirts, of course - a voiceover encourages them to “screw up, date all the wrong people, learn by doing.” |
| Media Type | Web Film |
| Length | |
| Copywriter | David Canright |
| Creative Group Head | David Canright |
| Art Director | Lynda Hodge |
| Producer | Sheri Cartwright |
| Brand Management | Stephanie Vander Linden |
| Brand Management | Elizabeth Wilcox |
| Production Company | Rodeo Show |
| Executive Producer | Raphael Leopold |
| Director | Him & Her |
| Post Production | charlieuniformtango |
| Editor | Jack Waldrip |
| Music | Human |
| Audio | charlieuniformtango |
| Audio | Russell Smith |