Davis ThinkingUm, I’m no prude. I’m all for edgy. But Levi’s latest attempt to be relevant seems a little off the mark.
For three months, I have been traumatized by the content of one particular ad. Seriously. I’m amazed I’ve been able to sleep at all. But today, my friends, I invite you into my private hell. Consider it my Valentine’s Day gift to you. Really, I shouldn’t have.
A recent New York Times article about a beautiful new Hendrick’s Gin website - the Curiositorium - got us thinking about brands that differentiate themselves by playing up their more curious, or quirky sides. Hendricks got us thinking about some other brands that appear to be embracing and celebrating their quirks to generate – and tell a story behind – curiosity. It doesn’t hurt that at least a couple of these brands and their agencies are being awarded for it.
In addition to creating a digital extension to Diesel's national "Be Stupid" campaign, which broke earlier this year, the AOR will be responsible for a number of social media aspects for Diesel, including a mix of blogger relations. Iced Media will monitor Diesel's social media programs daily using IcedMetrix, a proprietary measurement tool that enables clients to track social media referred sales.
Renzo Rosso, the tattooed, Ducati-driving founder of denim giant Diesel, owns some of fashion's most cutting-edge labels. In addition to the popular jeans-maker, Mr. Rosso's holding company, Only the Brave, includes celebrated European fashion houses Viktor & Rolf and Maison Martin Margiela. But Mr. Margiela is gone, as is the designer of Diesel, which Mr. Rosso founded in 1978. Mr. Rosso has replaced them with unknown teams that rank lower in the brands' hierarchy than business executives. The new creative director at Diesel is a magazine editor, not a clothing designer. Mr. Rosso believes his brands need trend-spotters more than someone who can craft a hemline.
With every new day, the phrase "I'm just not the target demographic" seems to be more relevant for me. Earlier this week I saw a couple of striking posters that caught my eye. They were bold, typographic and used hot colors. That was the good part. Then I read the message: SMART LISTENS TO THE HEAD. STUPID LISTENS TO THE HEART. BE STUPID. This is a new ad campaign from Diesel fashions. Their pitch is that smart is cold, intellectual, and cautious, and has only one good idea. Stupid is exciting, hot, emotional full of possibility, and has "balls." The logic seemed pretty weak.
For many Americans who came of age in the ‘70s, diesel is a dirty word. BMW, however, is looking to change consumers' perceptions by prepping a new campaign designed to sell drivers on a cleaner-burning, eco-friendly fuel that doesn’t get in the way of performance. As part of its “EfficientDynamics” initiative, the automaker this month will launch a multi-platform effort promoting the 335d sedan and X5 xDrive35d crossover.
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