Watch Principles' TV ad for JD Williams' Fifty Plus brand, following the agency's reappointment.

Natalie Grogan, marketing recruitment manager at JD Williams, said: “We have awarded the creative and TV production to Principles Agency due to their in-depth understanding of our fashion brands and their respective markets.

We needed to appoint a reputable agency with the ability to produce high impact DRTV campaigns that would engage our target markets.”

The ‘Simply Be’ campaign will promote the autumn/winter collection, which exclusively features Gok Wan’s shape-enhancing lingerie range from the ‘Simply Yours’ brand. The 30-second UK ad will be adapted for the Irish market and be aired from mid-August.

The Fifty Plus 30-second commercial features a new style icon, and will air from mid-July.