Max finds the right message with Seek

Max's regular model Ngahuia Williams (centre) features in the Seek music video.

A music video sponsored by clothing retailer Max is the backbone of the company's return to TV advertising.

Managing director Madelynne McArthur said the video for performers Solaa and Hollie Smith's song Seek - which also features regular Max model Ngahuia Williams - was an innovative way of reaching the company's female target audience.

The video, directed by Mark Tretheway and James Barr of Flying Fish Productions' music video arm Fish & Clips, shows a beach party at which the women wear Max's upcoming summer range.

The video, part of the Max 21st birthday campaign, is playing on MTV, C4 and Juice.

"It dovetails into the whole New Zealand music industry becoming so alive," said McArthur. "It's nice to have that fresh, New Zealand talent associated with us."

The song's lyrics do not specifically mention the company. "It was about getting something that was ... really catchy."

McArthur said Max ads had used the Keeping New Zealand Beautiful notion for the past six seasons, mainly on billboards and buses, and in magazines.

This campaign adds TV commercials to the mix for the first time in three years.

McArthur would not disclose the cost of the campaign but said the company reworked its marketing strategy - including dropping its Fashion Week sponsorship - to produce it within the previous year's budget.

"It's us trying to be inventive with the way we communicate to women," said McArthur. "Our target market is getting more difficult to access through normal channels. You've really got to be clever - these women don't have a lot of time."

Also involved in the video was brand strategist Sandy Burgham, consultant Jonathan Hughes, freelance producer Liz Garneau, Virtus Communications' Sergio Guida, and Craig Spillane of media agency Bullseye.

The Seek single and a commemorative T-shirt is to be sold in store.

The clothing retailer will also host 21st birthday parties throughout New Zealand for its customers.