The Old Navy Dress Like A Guy Campaign Takes Aim at Luxury Designer Ads
Jordan Sowunmi — June 11, 2011 — Marketing
Commercials for some high-fashion brands feature some of the most bizarre, disjointed and ridiculous marketing I've ever seen, and the new Old Navy 'Dress Like a Guy' marketing campaign takes direct aim at these ads.
The ad, developed by San Francisco-based ad folks Camp + King and launched today, features a series of high-cheekboned male-model types alternatively posing and writhing in a way endemic to high-fashion commercials. The clothing in the Old Navy 'Dress Like a Guy' ad also accurately reflects the pretentious clothing that seems to dominate these ads.
At the end of the commercial, a message implores viewers to "Dress Like a Guy, Not THIS Guy" and points an arrow at a particularly jerky-looking male model. The campaign hits on a real issue that both men and women can relate to and has all the markings of an advertisement likely to hit viral video status.
The ad, developed by San Francisco-based ad folks Camp + King and launched today, features a series of high-cheekboned male-model types alternatively posing and writhing in a way endemic to high-fashion commercials. The clothing in the Old Navy 'Dress Like a Guy' ad also accurately reflects the pretentious clothing that seems to dominate these ads.
At the end of the commercial, a message implores viewers to "Dress Like a Guy, Not THIS Guy" and points an arrow at a particularly jerky-looking male model. The campaign hits on a real issue that both men and women can relate to and has all the markings of an advertisement likely to hit viral video status.
Trend Themes
1. Anti-luxury Fashion - Opportunity for companies to market affordable and practical clothing, directly targeting consumers who are put off by pretentious luxury brands.
2. Authentic Advertising - Opportunity to create humorous and relatable ads that engage with consumers and communicate the brand's values effectively, not just relying on high-fashion tropes.
3. Gender-fluid Fashion - Opportunity to create clothing that is not strictly marketed to one gender, but instead recognized for its functionality, comfort, and style for anyone to wear.
Industry Implications
1. Fashion Retail - Retailers can capitalize on the trend of anti-luxury by providing affordable clothing that the majority of people can relate to and feel comfortable in.
2. Ad Agencies - Agencies can focus on creating humorous and authentic ads that get people talking and reflect the values of their clients.
3. Gender-inclusive Fashion - Clothing designers and manufacturers can embrace gender-fluidity by creating clothing that appeals to a wide consumer base, rather than confining clothing to one gender identity.
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