French Connection campaign: ahead of a trend?

Ads were once copy heavy.  Back in the 60's, images were used to display product/beauty and lengthy copy communicated the brand's benefit.

By the 80's and 90's the clamour for attention demanded a different approach. Audiences had neither time nor headspace to read words, so arresting imagery took precedent.

Now it seems some advertising is striking a happy balance of the two.

We love French Connection's  2011 executions with their unusual imagery and thought provoking copy. The ads, which are part of a broader integrated campaign, serve to disrupt both the high-street fashion category and the brand's history (consigning the over-used FCUK idea to the rubbish heap).

It's refreshing approach from French Connection. We'd expect nothing less...