Readers of
Marketing Blurb are probably too young to remember actress Audrey Hepburn. But trust us; Audrey was a beautiful and intriguing celebrity. As such, we are not at all surprised that clothier Gap decided to resurrect footage of Audrey from the 1957 romantic comedy “Funny Face” to construct a clever commercial for their new “skinny black jeans.” After all, the movie footage highlights Audrey dancing in a Paris
nightclub wearing a black turtleneck and black pants. Yes, the footage is doctored somewhat, with Audrey dancing from the nightclub onto a white background to the sound of AC/DC song "Back in Black.” Other deceased celebrities have appeared in marketing promotions, Fred Astaire for Dirt Devil, John Wayne for Coors, and Humphrey Bogart for Diet Coke--but Audrey’s appearance for Gap seems far less contrived.
The LA Times (free registration required,) insists this advertisement is controversial. Perhaps, but we enjoyed watching Audrey dance. See for yourself
here.
Why do you repeatedly assume that us "young" "gen x-ers" don't know people like Audrey Hepburn?! We sure do (how could you not?) and don't even get me started on Hugh Hefner!!
As my favourite marketing prof used to say, "never underestimate your consumer!"
Perhaps the most important to keep in mind is, we may be young (in my case 21) but we're not green!
Love the blog by the way - just keepin' you on your toes :)
Posted by: kat | January 10, 2007 6:53 PM | Permalink to Comment