Tewkesbury-based clothing brand Weird Fish has launched its first-ever TV advert as part of its ongoing 'digital transformation' plan.

The new 30-second advert appears across Sky channels and showcases the brand's new winter collection - 'For Life's Adventure'. The advert is shot all over the south coast of Iceland, in locations including the Solheimajokull glacier and the black sand beach in Vik.

The storyline follows two couples on a weekend escape across Iceland, wearing Weird Fish clothing in all the elements while embarking on various adventures - from exploring icy glaciers and black sand beaches to enjoying cosy evenings by a campfire.

Ben Mercier, Customer Director at Weird Fish, said: "The decision to launch our first ever TV advert forms part of our commitment to driving a digital-first approach and exploring different ways to reach our target audiences.

"We've seen video consumption skyrocket since the pandemic, with Ofcom recently reporting that Brits spent a third of their waking hours watching TV or online videos in 2020."

Last year, Weird Fish introduced a new YouTube channel alongside video brand awareness campaigns across its social networks, and the results were good. Around 192,000 people watched the firm's most recent Autumn video.

Mercier said: "We pride ourselves on creating strong imagery, but video gives our customers something a bit extra as they can see our products 'move' in fun, real-life settings."

The new TV advert marks the next step in promoting collections as the company seeks to reach new customers while staying true to its values of offering well-made, distinctive clothes that instantly become 'feel-good favourites'.

Weird Fish has introduced various initiatives as part of its digital investment over the past year, including a website overhaul and the introduction of a new customer management platform in 2020. As a result of its investment, Weird Fish saw a +84% ecommerce sales uplift and increase in website traffic from 4 million to 7 million between 2019 and 2020.

The new advert will run for 28 days across Sky channels via its audience targeting product, AdSmart.

Weird Fish has 15 branded stores and 300 stockists, as well as its growing online channel.