Hurricane Vanessa talks advertising.
Vanessa Raphaely (Editorial Director of Associated Magazines and Editor of Cosmopolitan South Africa) struck up a conversation on her blog about an ad that ran for Cherryflava and what it had to do with one of the magazines in her stable.
It’s intention was to draw attention to a feature that we have done in the latest MC, which poses the question, has fashion and advertising gone too far?
I thought they’d missed the point.
But they really REALLY love it. And are rather pissed with me, (the evil, conservative, out-of-touch client) that it wasn’t going to be used.
They need it to run, because they looooo-ve it and they think it’ll win them awards.*
So it’s popped up advertising cherryflava.com.
It’s an interesting behind-the-scenes look at the relationship between client and agency. And it also exposes how, if an ad won’t work for one brand, an agency will simply find one it will work for.
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Comments ( 11 )
Alice added these pithy words on Sep 01 09 at 11:59 amI think for something with such a poignant question, you’re looking for shock-value to be effective. And I’m afraid you don’t get it out of this.
Andrew added these pithy words on Sep 01 09 at 12:11 pmI think it works and to be honest, neither of the Raephaely sisters are well known for their skill.
MyBrandedLifeTM added these pithy words on Sep 01 09 at 12:45 pmI agree with Vanessa – not sure how the ad speaks about fashion at all? Anyway that image is hugely over-traded and unlikely to win anything. All-in-all, the ad is unremarkable and lacking in an idea. Even more confused as to how it works for Cherryflava?
dee added these pithy words on Sep 01 09 at 12:46 pmi could see this in cosmopolitan. maybe even the sex position section – have they explored fun with tables yet?
Underfield added these pithy words on Sep 01 09 at 12:51 pmProvocative image but doesn’t feel original or clever enough for Marie Claire to me – sorry
rob added these pithy words on Sep 01 09 at 2:52 pmTsk. The only thing wrong with it is that it’s clearly a House & Leisure ad.
Uno added these pithy words on Sep 01 09 at 6:17 pmAs most of the other commentators already said, I really don’t get how this would fit in with Marie Claire. If anything… maybe SCAR should look at it… http://www.10and5.com/2009/07/new-scar-hair-by-ido-idea/
Some nice new coffee tables for their lounge.I’m just saying… I thought it was the same model.
Tight production none-the-less, but it’s not really new. I can understand how the agency would have thought it would fit Marie Claire (seeing as it is a reference to the original art works – http://www.devus.com/wiki/Allen_Jones). But I doubt readers would have picked up on that.
griffin added these pithy words on Sep 02 09 at 8:29 amThey should have had her on her back, holding the table up with her arms and feet. At least that would have been a tad different to what’s already out there.
Mr Belvedere added these pithy words on Sep 02 09 at 9:05 amNice production but ultimately it’s a student ad.
What does it have to do with Cherryflava?
And what does furniture have to do with anything?
And why is the central concept – “Fashion advertising: has it gone too far?” hidden within the magazine cover?(Very crafty guys, I see what you did there…)
dylan added these pithy words on Sep 02 09 at 11:39 amthe allan jones table has been used to death in ads ..
