MUMBAI: Contemporary clothing brand Superdry has launched its new ad campaign “Summer or Nothing”, establishing a strong connect between the brand and millennials.

The campaign encapsulates and brings to life the ethos that rings true throughout the season. From sun-soaked pool parties to surfing, cliff jumping and skateboarding, the campaign is a burst of continuous activity and movement, teasing the potential and anticipation of high summer. Beach balls blown up to giant proportions and ice creams towering high with kaleidoscope colours, Superdry’s call to action is a clear reminder to not just get out, but to go all out.

The Superdry SS19 campaign comes to life through a minute-long stimulating and fast-moving film, depicting the care-free GenY on a journey where limits are limitless, energy levels are sky high and every day is filled with endless possibilities.

To create the campaign, the brand has partnered with world class director, Radical Friend, who has created commercials for the likes of Lexus, Adidas, Converse, KFC, and Bud Light; and renowned photographer, James Pearson-Howes, who has shot for Adidas, Dr. Martens, The Independent, and Vice.