Peter Alexander recruits royal lookalikes for its latest campaign via Paper Stone Scissors
Creative agency, Paper Stone Scissors, is making a royal splash with its new Mother’s Day campaign for Australian sleepwear brand, Peter Alexander.
‘Royal Tour’ launched throughout Australia and New Zealand last week, coinciding perfectly with the Prince and Duchess’ visit and making the news in the UK’s Daily Mail.
In an Aussie first, Paper Stone Scissors and Peter Alexander collaborated with British artist and photographer, Alison Jackson, renowned for her celebrity lookalike pictures. The idea was to explore what Mother’s Day might be like for the world’s most famous new mother – the Duchess of Cambridge (and her family).
In this campaign life imitates advertising as the Pyjama King parades nationally, accompanied by his own ‘Will’ and ‘Kate’ doppelgangers (flown out from London especially for the campaign). It coincides with the real Royals’ visit – matched with as much pomp and ceremony.
Says Andrew Majzner, creative director and co-founder of Paper 
Stone Scissors: “This is one of the biggest projects we’ve created for Peter Alexander in our 20 year partnership. With fashion retail in a crushingly depressed state around the world our objective was to create something fun, cheeky and with maximum impact – to highlight the quintessentially Australian nature of the brand to a global 
audience.”
Whilst the actual Royals were accused of snubbing Melbourne and Perth, the Peter Alexander Royal Tour was a grand affair at Bourke Street Mall on Saturday 26th April. The celebrities arrived at MYER in a horse drawn carriage, complete with royal beefeaters and drummers. MYER, who has recently taken over Peter Alexander from David Jones, has backed the stunt – big 
time. In a rare move the retailer worked to stop traffic for the spectacle.
Shot in London early in January, well before the real Royal tour of Australia was announced, the Mother’s Day campaign is executed with a tongue-in-cheek nod to the tabloids. It stars the ‘spitting image’ Royal family dressed in Peter Alexander pyjamas, including Her Royal Lookalike, Queen Elizabeth II, wearing a corgie-printed onesie.
As the real Royals saturated Australian media, this perfectly timed campaign by Paper Stone Scissors is generating its own noble PR buzz. The Royal lookalikes have appeared on Australian morning shows Sunrise & Channel 9, News.com.au, prime time news and even the British Daily Mail, just to name a few.
