The Dior Video Game Ad Brings Geek to Chic
Felicia Moursalien — October 27, 2011 — Marketing
References: spnyinteractive & youtube
The Dior Video Game Ad aims to bring gaming into fashion. Geek chic and a modern love for all things vintage are the two concepts that Dior looks to take even further in its recent ad done in the style of a retro video game.
Although gamers are notorious for being solitary, pimply and pretty much the antithesis of all things sleek and stylish, this Dior video game juxtaposes the two ideas wonderfully with sexy makeup products, nail polish and more elements reminiscent of Tetris, Pac-Man and Nintendo gaming. "A playful look at the world of Dior Beauty,” is how Dior describes it in a brilliant approach to attracting the inner child in the 20-somethings generation.
The opposition of the two concepts are not that surprising though, as high fashion design ads are all about having fun with contrasts these days. Another great example of this is seen in the Lanvin campaign involving awkward models dancing to popular music.
Although gamers are notorious for being solitary, pimply and pretty much the antithesis of all things sleek and stylish, this Dior video game juxtaposes the two ideas wonderfully with sexy makeup products, nail polish and more elements reminiscent of Tetris, Pac-Man and Nintendo gaming. "A playful look at the world of Dior Beauty,” is how Dior describes it in a brilliant approach to attracting the inner child in the 20-somethings generation.
The opposition of the two concepts are not that surprising though, as high fashion design ads are all about having fun with contrasts these days. Another great example of this is seen in the Lanvin campaign involving awkward models dancing to popular music.
Trend Themes
1. Geek Chic Fashion - Disruptive innovation opportunity: Designers can leverage the popularity of gaming culture by incorporating retro video game aesthetics into fashion campaigns.
2. Playful Contrasts - Disruptive innovation opportunity: Brands can attract younger consumers by juxtaposing traditional high fashion elements with unexpected themes and visuals.
3. Nostalgic Marketing - Disruptive innovation opportunity: Companies can tap into nostalgia by creating ads that reference popular culture from the past, such as retro video games.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Fashion brands can explore unconventional marketing strategies like integrating video game aesthetics into their campaigns to reach a wider audience.
2. Beauty - Disruptive innovation opportunity: Beauty companies can engage customers by incorporating playful elements from gaming culture into their products and marketing campaigns.
3. Advertising - Disruptive innovation opportunity: Ad agencies can create unique and memorable campaigns by incorporating unexpected and nostalgic elements, like retro video games.
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