John Hegarty and son's first joint ad campaign promotes men's fashion service

The BBH co-founder wrote the 60-second spot for The Chapar, and his son Eliot directed

LONDON — John Hegarty and his son are today unveiling their first joint ad campaign after writing an inaugural spot for a UK men's fashion service. The ad, by Hegarty’s incubator business, The Garage Soho, has been written for The Chapar, which aims to provide an alternative to the "torture" of shopping on the high street with the help of a personal stylist.

After curating a selection of premium items to suit the shopper’s own personal taste and body shape, The Chapar then delivers a bespoke "trunk’:direct to the customer’s home or office. The 60-second spot was written by John Hegarty and directed by Elliot Hegarty through Royle Productions. It was art directed by Rosy Thomas. Hegarty, the co-founder of Bartle Bogle Hegarty, launched The Garage Soho in November 2014 to hot-house startups at seed stage.