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This Is the Time for Abercrombie & Fitch with New Campaign


This is the time. The time where experiences are most important. The time to not be afraid. The time to go out and be the best version of yourself you can possibly be.

Abercrombie & Fitch’s new ad campaign “This Is the Time,” focuses this message at millennials, who are believed to be doing the most exploring of finding themselves and figuring out what path they are on.

Developed in collaboration with agency The Richards Group and PMG, the 1 minute video for the campaign features actors engaging in first-hand events that include breaking up with someone, trying new foods, going out on late night adventures, performing in front of crowds, and overall living life the way that one wants to live it with those that they want to live it with. Going through the good and the bad, but knowing that through it all, you will be a stronger person. This whole journey should be enjoyed during this time in life as it allows for the most risk to be taken, the best memories to be made, and the most lessons to be learned.

We at The Impression applaud the brand with releasing a film after so many years especially one with such a moving message. It’s a step in the right direction for them, and targeting such a key audience. We are hopeful for more to come and what their future holds for the brand and that this is the time for them to go on the journey of improvement along with their consumers.