Ads staring Kara Tointon will take primetime slots on ITV.
Bead brand Storywheels will launch its first UK TV ad campaign later this year, occupying primetime ITV slots.
The ad campaign will star brand ambassador and actress Kara Tointon, who played Dawn Swann in soap opera Eastenders. The ads will show Tointon looking at photographs of her life which will turn into charms. Once the bracelet has been completed Tointon will walk towards the camera and say “this is my life story”.
The ads are being filmed at the end of March and will be shown on TV in the Northeast before being rolled out nationally. The ads will take prime time spots between popular ITV shows such as Emmerdale and Coronation Street.
Darren McCormick, managing director of Storywheels European distributor DMJ, said that he is building trade and consumer awareness simultaneously to try to catapult the brand which launched in the UK six months ago.
McCormick said: “I’m doing the reverse of what I’d do with other brands. I’m getting stores and running consumer advertising at the same time, and I’ve been very driven in that respect.”