Lorraine Kelly, 55, owns the room in the new look Autumn campaign for the leading 50+ fashion retailer, JD Williams.
Fronted by Lorraine Kelly as you've never seen her before, the TV advert will air on prime time TV from today (4th September).
Revealing JD Williams' bold new look, the ad aims to empower the modern 50+ woman.
The new collection of Autumn essentials and partywear, including pieces
from Lorraine’s own range Lorraine for JD Williams, are showcased
throughout the ad with Lorraine dazzling on screen in a number of different
The advert – a multi-million pound campaign by JD Williams features Lorraine making her way through a glamourous party set to the soundtrack of T Rex’s Children of the Revolution.
A woman attracts admiring looks from her fellow party guests as she moves from room to room - revealed to be Lorraine Kelly at the end of the advert with the closing words ‘Whatever room you are in – own it’.
The huge production comprised of five sets, seven stylists, 60 extras, 70 crew, 150 outfit changes and 300 sandwiches all consumed in a two day shoot.
The brand hopes to convey its mission to champion the 50+ shopper, based around the JD Williams guarantee of clothes that “fit to flatter” the mature figure.
Lorraine said: “I’m looking forward to seeing people’s reaction to the new campaign, it has a really fresh look and feel and I love the sound track.
“This ad celebrates the modern 50+ woman. We are we’re coming out of the shadows and owning it!
“As always it was fun to film and there was a real party atmosphere on set.”
Stand out pieces that feature in the new advert include a black mesh dress from Lorraine for JD Williams (£65), a burgundy print blanket wrap (£35) and a gold sequin midi skirt (£39).
Cath Ryan, Head of Brand for JD Williams, said: “The ad campaign represents a definite move on for the brand. In the past we’ve taken a very safe approach but this campaign is about conveying the sexiness, class and confidence that women over 50 have.
“Above all, we want to make viewers think twice about what it means to be over 50, and give our customers the confidence to own it!”
JD Williams offers fashion designed specifically for the 50+ woman, a market that has traditionally been ignored by the high street and advertising industry.
The JD Williams AW15 clothing and shoe collection is available now at JDWilliams.co.uk and through the retailer’s catalogue. The collection – available in sizes 10-32, with prices from £20 to £150.