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Zellers breaks Ashlee Simpson campaign

Retail chain Zellers has begun a new advertising campaign to promote its Request clothing line for the back-to-school season. A 30-second television commercial featuring pop singer Ashlee Simpson broke nationally on Aug. 4. The ad was created by Leo Burnett of Toronto in conjunction with UK animation studio BitState. The creative consists of animate images of Simpson selecting outfits before a concert. "We wanted the spot to be reminiscent of the character selection screen you find in a lot of video games," said Cam Boyd, senior copywriter at the agency. "But after collaborating with BitState we evolved Ashlee's world to include these intricate textile details." The campaign also includes direct marketing and in-store materials. In addition, Zellers will begin a text message contest in association with "YTV Next Star" on Aug. 18, the winner of which will receive a trip for two to Toronto for $1000 Zellers Request shopping spree and a makeover. Leo Burnett and BitState have also produced another commercial for Zellers promoting the chain's "environmentally friendly" school supplies. Zellers is a division of Hbc.

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