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Ted Baker claims fashion first with Google collaboration on ‘Mission impeccable’

The campaign is primarily digital and centres on a spy-themed online film called “Mission impeccable”.

The three-minute spot portrays the brand as an MI5-style spy headquarters, sending out agents to track down a fashion villain called The Needle.

Along with the story, the film showcases new products from Ted Baker’s autumn/winter 2016 collection.

The film launches later today on Ted Baker’s site,, and YouTube, and has been preceded by an 11-day social campaign. It credits Guy Ritchie as executive producer through Crowns & Owls, and was created by Ted Baker’s in-house team.

The brand has collaborated with Poke and a number of tech partners to extend the campaign beyond online video, incorporating shoppable video, interactive store windows and innovative social media.

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