Oxfam has signed supermodel Karen Elson to take its advertising to the catwalk in a new TV and cinema ad.
Elson, the face of designer fashion houses Chanel and Versace and cosmetics brand Clinique, stars in the commercial through Leo Burnett.
The ad is the first in which Oxfam has focused on its retail arm; previous television campaigns have been emotive fundraisers concentrating on the charity’s work in the Third World.
The ad, which breaks in cinemas this weekend, features a host of other models posing in flamboyant outfits to the sound of dance rock group the Chemical Brothers.
As retro fashion hits the headlines again, Oxfam is highlighting the second-hand bargains to be found in its 850 outlets across the UK.
The commercial is an extension of an earlier poster campaign, which featured a model in an outfit of fashionable Seventies clothing.
This will be Elson’s first screen commercial. The 18-year-old celebrity gave her time free of charge to the charity, as did everyone involved from Leo Burnett, the film crew and the other models.