Even adults get nervous when putting together a "first day of school" outfit—you're making a first impression, after all—and that anxiety is at the center of Loft's latest digital spot. Starring and directed by actress Busy Philipps, the 60-second film flips the typical script, with Philipps getting outfit advice from her young daughter Birdie.
The spot is part of Loft's calculated digital effort; over the last year, Loft has been using quirky, fun online content to court millennial women. Philipps joins the ranks of comedienne Whitney Cummings and internet personalities including SRSLY girls and Hot Mess Moves. And, in June, the brand got a shout-out from Girls star Lena Dunham, who asked, "Must I now stop making Ann Taylor jokes?"
"We used to be the butt of the joke, about this sort of staid, old-fashioned brand," said Michelle Horowitz, svp of marketing at Loft. "And we kind of went in on the joke, we kind of laughed at ourselves as well, and before you know it we're actually part of the conversation."
As for the brand's partnership with Philipps, many of Loft's employees have loved the actress since her early years on Dawson's Creek and found her to be "incredibly relatable," according to Horowitz.
"To us, these aren't ads; they're content. It's about building media or content that reflects the way that [our consumer] is feeling," said Horowitz. "One of the key brand tenets of Loft is optimism, and there's a whimsical, light way that we tell our stories online."
The film was created by the company's in-house team; a second spot featuring Philipps will be released later this fall.