Superdrug has unveiled a TV ad campaign that communicates the beauty retailer’s new direction.

The new ad is first in a series of five TV spots, which aim to redefine what it means to have ‘That Superdrug Feeling’. Superdrug’s ambition is to reach a wider demographic through inclusive messaging that highlights everyone can achieve that feeling – and save money along the way.

The TVC is an energetic, playful take on Superdrug’s core messaging, bringing key beauty looks to life through a range of daring, bold, fun and fierce individuals.

The advert was created by Brave who, upon winning the Superdrug account last year, was tasked with repositioning Superdrug’s advertising.

Simon Comins, Superdrug Commercial Director, says: “Our goal was to reposition ‘That Superdrug Feeling’ by placing more emphasis on its energetic and high-spirited message. This new campaign has helped us to do exactly that by giving our customers a tangible connection to what we, as a brand, stand for.“

Ash Bendelow, Managing Director at Brave, adds: “Our first ad sets the new tone for more accurately reflecting the reality of the Superdrug proposition. We wanted to bring a new sense of energy to what 'That Superdrug Feeling' really is about from all aspects of product, service, value and experience, and hopefully the ambition of the ads achieves that.”

Other Superdrug marketing activity that will target customers with the 'That Superdrug Feeling' message this summer includes TV sponsorship, the relaunch of Superdrug’s famous beauty bus and three new exclusive videos unveiled every week on the SuperdrugLoves Youtube channel.