Uniqlo Lifewear's Ad Considers Why People Wear What They Do
Riley von Niessen — August 18, 2016 — Marketing
A commercial titled 'Why Do We Get Dressed?' from Uniqlo Lifewear and Droga5 New York reportedly marks the affordable clothing brand's first global campaign. The commercial shows a man running in slow motion through a crowed city scene, as the soothing voice of a female narrator seems to read the man's mind by asking questions regarding why hes wearing the outfit what he is.
She considered his choices, as well as those around them, saying things like "Do you just throw something on because you're late?" and "Do you choose based on your mood, on the weather? The weather can change your mood, just like that."
Uniqlo Lifewear is modeled on the subjects of the commercial throughout, which works to enrich the brand's products as the narrator's commentary considers the many purposes of it -- be it for functionality or fashion.
She considered his choices, as well as those around them, saying things like "Do you just throw something on because you're late?" and "Do you choose based on your mood, on the weather? The weather can change your mood, just like that."
Uniqlo Lifewear is modeled on the subjects of the commercial throughout, which works to enrich the brand's products as the narrator's commentary considers the many purposes of it -- be it for functionality or fashion.
Trend Themes
1. Slow Motion Advertising - Embracing slow motion in advertising campaigns allows for a thoughtful exploration of consumer choices and motivations.
2. Narrative-driven Commercials - Utilizing a narrative approach in commercials, like the one from Uniqlo Lifewear, creates a deeper engagement with the audience.
3. Mindful Branding - Brands that consider and reflect on consumer choices can enhance their products and establish a value-driven identity.
Industry Implications
1. Fashion Retail - Fashion retailers can leverage slow motion commercials to highlight the thoughtfulness and versatility of their clothing lines.
2. Advertising Agencies - Advertising agencies can explore the use of narrative-driven commercials to create impactful and memorable campaigns.
3. Consumer Goods - Consumer goods companies can adopt a mindful branding approach to connect with consumers on a deeper level and build brand loyalty.
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