Pretty funny campaign from Belgian origin, with a little twist at the end of the clip. The story behind the idea is this one (it’s also the copy of the ad): “Do you also have a bulged out closet and still can’t find anything to wear? E5 fashion wants to do something about it, so don’t hestitate to make an appointment with the styling consultant in your E5 fashion store on www.e5mode.be or via 03/760.39.75. Our goal is to make you leave our store with our advice: as yourself in a style that suits you.” – As much as I like the idea, I think it’s really derogatory to the man in the last frame to be pictured in his pinkinsh/purplish undies in the middle of all the women, especially when the tagline reads: “89% of women yet again didn’t have something to wear this morning” (added with: “Others just let themselves be advized”). Okay, the guy wears pink undies, but that only makes him half a woman, or perhaps he’s single and screwed up his laundry. Either way, as a man, I feel personally cheated on. I call ‘bogus’ on this campaign and its statistics! (just kidding, but I thought it was funny they’ve also put a man in it)
Agency: 7Beaufort
Account Team: Heidi Seys, Filiz Temur
Copy: Nadia Verbeeck, Tom Devliegher, Véronique Vier, Valérie Place
Art Director: Jurgen Beirlaen
TV Producer: Brigitte Baudine
Strategy: Heidi Seys
Production Company: Caviar
Director: Annemie Vande Putte
Post-Production Company: Masda
Photographer: Lars Deneyer
Retouching: The LivingRoom
This campaign was sent in for the contest I ran on this blog. The winner of the contest will be announced later today. Thanks, Bart!