Churchill Square Brighton - Ad Campaign

These ads for Churchill Square have been springing up all over Brighton lately. I've spotted them in bus stops surrounding the city and the centre itself has been decked out using every available panel and empty shop space.

At first glance i dismissed the ads for their use of 'hollyoaks' models. I felt they had totally missed personality of Brighton. However at close inspection there is something about them, that works very well. They all seem to have been shot in Brighton and the copy is so well crafted that at a second glance they become quite attractive. "everything under the sun", "scarf by Zara, loved by Jodie" - simple and brilliant.

I'm not sure who created the ads, but it seems that Grain have been involved to some extent. If they are responsible, it begs the question, why was a Brighton agency not hired to the task?