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Online retailer Notonthehighstreet has launched a campaign to reflect the nation’s mixed feelings of excitement, anticipation and trepidation as Covid-19 lockdown restrictions lift.

Inspired by the classic Dr Seuss poem Oh, the Places You’ll Go, the minute-long ad puts a spotlight on the fast-growing lifestyle categories such as homeware, gardenware and food & drink, while encouraging people to ‘find their extraordinary’ as they venture out to reconnect with family and friends.

Independent creative agency Friendly Giants and Omnicom’s Hearts & Science are behind the work, which will run for eight weeks. The brand is working with Channel 4 and ITV’s video-on-demand services to target the ad across their digital channels. It makes Notonthehighstreet one of the first to tap into ITV’s data match offering since it launched last October.

“We know how incredibly tough the last year has been for our customers and how many of them are feeling mixed emotions as we enter into a new post-pandemic time,” said Penny Parnell, its creative and brand director.

“This mindset is something we wanted to capture with this campaign – that we know things are changing but also to acknowledge how we have all potentially changed in the process. By being one of the first to work with data match, this innovative tool will allow us to reach our customers with this sentiment and showcase one-of-a-kind finds from our community of artisans, boutiques and designers at Notonthehighstreet that will help our customers to truly feel like themselves again.” 

Notonthehighstreet, home to over 5,000 small businesses in the UK, saw revenues grow by more than 50% in 2020.

You can watch ‘Extraordinary Awaits’ in full above or click on the Creative Works gallery below to vote for it. To get in touch about Ad of the Day, please email

: 'Extraordinary Awaits'

Date: April 2021
Not on the Highstreet has revealed its latest campaign, the ‘Extraordinary Awaits’ marketing that continues to shine a light on lifestyle categories such as homeware, gardenware, and food & drink which have seen unprecedented growth in the last 12 months.
The digital-first campaign, which begins 19 April and runs for eight weeks showcases a new lifestyle product look and feel for Not on the Highstreet in response to customer demand.
‘Extraordinary Awaits’ was developed in collaboration with independent creative agency Friendly Giants, and reflects the current mood of the nation as consumers juggle mixed feelings of excitement, anticipation or anxiety as they emerge from 12 months of pandemic restrictions with a potentially diminished sense of self. 
The campaign hoped to encourage customers to re-discover their unique selves once again - or ‘find their extraordinary’ - through time spent with family, friends and re-connecting with hobbies and passions over the coming months.
Tags: UK