Call me a softie, but Holiday Surprise from Kohl’s is one of my favourite campaigns this Christmas.
Based on the very festive theme of kindness, it’s a simple 30-second spot that sees a young couple rushing to decorate their elderly neighbour’s apartment before she returns to the building. It cleverly tugs on the heartstrings of all those viewing when it ends with a shot of the expression on her face once she does so.
Set to a cover version of Bob Dylan’s Forever Young, the lyrics set the tone: “May your wishes all come true. May you always do for others. And let others do for you.”
It’s a different move for the retailer, which, like many of its counterparts, usually focuses heavily on promotional messaging at this time of year. As AdAge reported, this emotional broadcast is in a bid to “stand out from the promotional maelstrom of the season”. While Kohl’s is still pushing its discounting alongside, this ‘brand’ spot layered in aims to be disruptive in a different way, said its chief customer officer, Michelle Gass. “We know what people remember are the moments of giving,” she said.
Though there are yet to be any postings, Kohl’s is also inviting consumers to share their stories of kindness over social media with the hashtag #ShowKindness.
Dior has released another series of short videos revealing extended scenes from its Dior Homme fragrance film starring Robert Pattinson, which originally launched on September 1.
Six 30-45 second spots have aired in the past week, including The Pool, The Piano, The Elevator, The Bedroom, The Beach and The Ball (as below).
They’ve each received anywhere from 8,000 to 18,000 hits to date, joining the nearly 15 million on the full film’s uncensored official director’s cut.
Chloé has released a short film for its new Roses fragrance that sees multiple women dancing as though they are the petals of the flower in bloom.
Blowing Roses, as it’s called, is based on the idea of petals “multiplying and spreading to create a kaleidoscope of roses”. Each of the models wear long, flowing dresses in delicate shades of nude – the resulting vision bearing a strong resemblance to Bailey’s Cream with Spirit ad from BBH in 2012.
It was created and directed by French choreography duo I Could Never Be a Dancer – Carine Charaire and Olivier Casamayou.
Meanwhile, See by Chloé has also released a short stop motion film for its new Paint a Scent product.
I recently wrote a piece for Mashable about the value that exists for brands in live-streaming their fashion week shows.
One of the key learnings was that the content surrounding such an initiative needs to be given just as much attention as the collection it is showcasing. Said Dan Clifford, a former VP of marketing at Victoria’s Secret. “We need to be as careful with the content as we are with the product. That’s what reaching the individual that doesn’t have the luxury of being there is about,” he said. “Too many brands isolate the runway as a moment in time and don’t consider the pre and post opportunities that they could be harnessing and leveraging across the whole season.”
It’s for that reason I wanted to highlight the video DSquared2 released less than 24-hours after its runway show in Milan this week. Rather than just your typical 10-minute look at a catwalk show, it opens with two-minutes of content dedicated to setting up its 1950s #TikiGirl theme. Models dance for the camera shaking maracas, quick peeks are provided backstage as well as close-ups on the collection and its accessories, and a killer soundtrack plays over the top. Even designers Dean and Dan Caten both feature before the show itself begins.
Check it out above.
The New York City Ballet put fashion at the centre of its Fall Gala tonight by showcasing three short documentary films about the designers it has collaborated with, live on stage.
Prabal Gurung, Iris van Herpen and Olivier Theyskens (pictured above) each designed custom costumes for three new ballets premiering at the event. Respectively they were “Capricious Maneuver” choreographed by Justin Peck, “Neverwhere” by Benjamin Millepied and “Spectral Evidence” by Angelin Preljocaj.
Films were created showing the designers discussing the concept and vision for their looks, providing a sneak peek at what they look like as they’re being developed, and even trialling the creations on the ballerinas to ensure they are suited to the movement they need. Van Herpen’s is all about hundreds of individual pieces of PVC plastic, Gurung’s complete with leather harnesses and Theyskens’ embellished with giant silicon scars.
Each spot (embedded below alongside some still shots) was aired ahead of its corresponding ballet via a giant screen on the stage – giving the traditional gala a bit more of a modern spin.
The ballet iself was attended by stars including Natalie Portman (in support of husband Benjamin Millepied) and NYCB’s chairperson Sarah Jessica Parker.
Choreographed by Justin Peck; costumes by Prabal Gurung; music by Lukas Foss
Choreographed by Benjamin Millepied; costumes by Iris Van Herpen; music by Nico Muhly
Choreographed by Angelin Preljocaj; costumes by Olivier Theyskens; music by John Cage