Tesco is to support the launch of its autumn range of Cherokee clothing with two television ads featuring a group of people dancing in the choreographed style made famous by Seventies dancers Pan’s People. Their perfectly timed routine, danced to the classic Mama Cass track ‘It’s getting better’, descends into chaos as the dancers bump into the red Cherokee price stars and try to continue to perform around them. The ads, created by Lowe, finish with the message ‘design by Cherokee, price by Tesco’. Tesco claims the Cherokee clothing range, launched in August 2002, has helped to increase its casual clothing business by more than one-third.
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