This was a continuation of the bird-themed creative from previous seasons. For 2017 we moved the concept on from bright, fine-feathered exotica to these majestic owls, alongside a cooler, nocturnal backdrop.
The male character is suave, stern even, while our female owl is glamourous and sophisticated. Both have been stylised with Ted Baker accessories.
The tagline plays on the old adage of owls and wisdom, as well as other attributes such as keen eyesight and the astonishing ability to rotate their heads to near 360 degrees, combined with the stereotype percieved smarts of the bespectacled. We're suggesting that Ted's 'head-turning' new everywear not only improves your vision, but imbues the wearer with 'instant wisdom'.