Matalan unveiled its new brand positioning, 'Real Life Ready', with the showcase of its new TVC on ITV during primetime.The 60-second ad shows a colourful mix of scenarios, from a Mum stepping out in style on the school run, owning it at work while spinning a thousand plates, to a couple getting ready for a date night.The value fashion and homeware retailer’s new creative direction has been created by McCann Manchester and marks a step change for the business. It celebrates bringing a sense of style to the everyday and is the biggest rebrand in its 35 year history.'Real Life Ready' is a fully integrated and multifaceted brand strategy and will be launched internally and externally across the business running across press, digital, cinema, social, owned channels and in-store POS. The new TV strategy will run across 2020.CreditsAgency: McCann ManchesterExec Creative Director: Dave PriceCreative Partner: Carol NaylorSenior Creative Team: Adam Richardson, Becci Nadin and Sarah MuskerSenior TV Producer: Milly BennettAccount Director: Rebecca ZiantoniProduction Company: MermanDirector: Zak EmersonExecutive Producer: Siobhan MurphyProducer: Ray LeakyProduction Manager: Sam LinzellDOP: Luke JacobsEditing Company: Ten ThreeEditor: Ellie JohnsonPost Production: Jam VFXHead of Production: Evren OlgunFlame: Pete Young