Case Studies / Lyle & Scott

Lyle & Scott refresh their brand positioning with 'Dare To Be You'

Debut TV ad for the 150 year old premium fashion brand Lyle & Scott, to tell the story of the brand today

Our Role


The Dare To Be You campaign is the embodiment of what Lyle & Scott represents as a modern, progressive brand. We strive to create campaigns that challenge perceptions and have positive impacts on communities. Happy Hour created an authentic TV ad that I am really proud of and that I believe does justice to our 150-year legacy.

Ben Gunn, Brand Director, Lyle & Scott


To help premium fashion brand, Lyle & Scott, deliver on their mission to stay relevant and be recognised as an enduring, modern thinking and iconic British fashion brand.


The brand has 150 years of heritage, standing for quality, inclusivity and being unapologetically true to itself, mirrored among its diverse customer base who are fiercely proud of their individual identities.

Creative Strategy

Celebrate and champion everyone’s differences, with a thought-provoking piece that resonates with the brand’s audience and triggers societal conversations.

Invite the audience to think differently and ultimately ‘dare to be you’.


An atmospheric and highly stylised brand commercial that embraces emotive storytelling to differentiate and provoke.

Coupled with targeted digital marketing and bespoke social cutdowns, the campaign aired on channels throughout the UK and Netherlands, resulting in increased unprompted brand awareness, brand consideration and web traffic – placing Lyle & Scott firmly top-of-mind among their potential consumers.

Thinking of TV advertising for your next campaign? We’d love to hear from you

Lyle & Scott: Lyle & Scott refresh their brand positioning with 'Dare To Be You' | Model in LyleScott ad

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Campaign #33 - Top 100 Agencies 2019
DMA Awards 2011 Gold Winner and Grand Prix Winner
Official Selection
Gold Winner
Grand Prix winner
2018 Shortlisted
Oxford international film festival
Oxford Internal film festival
Raindance film festival