Viewers are asked to ‘choose a life less ordinary’ in Notonthehighstreet.com’s new ad campaign.

The etailer is on a mission to reduce its reliance on gifting occasions such as Christmas and position itself as somewhere a customer can go at any time.
“Find less ordinary items of all shapes and sizes, like sleeping bag sharks and mermaid disguises,” rhymes the voiceover.

The ad, created by agency WCRS, is intended to tell the story of perfectly matched characters and products. It is stylishly shot and has echoes of a Wes Anderson film.

Television activity will be supported by cinema spots.

Notonthehighstreet.com 'Choose a life less ordinary' TV ad

The etailer’s marketing director Ben Carter said: “The launch of this campaign is a huge milestone in our brand’s journey … it signals our arrival as a true lifestyle retailer.”

There is no denying that the product range is still quite niche - items on display in the ad include a scratching post for a cat and a print of a song’s soundwaves.

Notonthehighstreet.com’s offer makes it difficult to communicate the idea that the etailer is a “true lifestyle retailer” rather than just a place to buy gifts.

It hopes to increase unprompted awareness of the brand in an attempt to take on Amazon and eBay, and make it online shoppers’ first or second choice rather than third or fourth.

The eye-catching ad will no doubt increase awareness. But it faces a much tougher task in changing perceptions about its overall proposition.

The campaign is a big step in the right direction but there still remains some distance to go.