Mother: Spoke introduces its not so standard fashion ambassador, Jack

Spoke’s ambassador, Jack, is a fashion ambassador who is far from the usual. To begin, he’s a mannequin. Secondly, his career has been anything but successful – he was rejected by high-street stores. Because thirdly, he doesn’t have a fashion ambassador body. He has an “everyman” body. It’s not a standard off-the-peg size. And this last characteristic is the point of Spoke’s enlisting Jack.

Jack is the perfect ambassador for Spoke’s custom-fit trousers. Mother has created the mockumentary commercial that introduces Jack. It’s Spoke’s network TV advertising debut and Mother’s first work for the brand after winning the account earlier this year (following a competitive pitch process which included Droga5, Joint and 2050 in the final round).

Jack is a quirky, fun and memorable way for Spoke to impress on people that it’s the clothing brand aiming to help more men find the right fit. The TV campaign is running through a landmark equity for media deal with ITV that will feature the broadcaster’s Tour De France coverage.

Ben Farren, Spoke founder, commented, “This campaign sets up Spoke’s next stage of growth. The story of the right fit doesn’t have to be told in a standard way. In Jack, Mother has found the perfect spokesman to bring that to life.”

Mother London commented, “We all come in many different sizes, so why shouldn’t our trousers? Telling the story of a mannequin – the symbol of standardisation – who was born different to the standard size, felt like a powerful way to highlight this simple truth and Spoke’s answer to the eternal struggle of finding a pair of trousers that actually fit.”