I’ve been working on a couple of longer blog posts this week, but the truth is that the post-cottage-vacation re-entry is proving more difficult than usual (I’m assuming this is baby-related and will pass in, like, 12 years). So today I’m giving you my current favourite tv commercial:
What’s so great about it, you ask? Well, first of all, it’s hard to argue with any ad that uses Girls on Film (I don’t care how trendy they got later, I loved Duran Duran‘s first two albums). But mostly I love high-end fragrance/fashion ads because they’re basically 100% branding. No call to action, no benefit statements, no offers or fine print or comparisons – just hard-core art direction, beautiful people, and emotional resonance. This Michael Kors ad is all that plus a whole early-80s Jerry Hall-Bryan Ferry vibe, to wit:
Is this ad going to drive incremental sales for Michael Kors? Who knows? (I suspect the answer is yes, because they’ve done a great job of positioning Michael Kors as a sort of higher-end brand while keeping the price points much lower than other luxury brands – Louboutins may cost you $800 a pair, but Michael Kors shoes can be had for $250.) I don’t really care – sometimes I just like to enjoy ads for their own sake.