Gisele Bundchen is best known for her seductive images in Victoria’s Secret. But recently the hot Brazilian supermodel bares it all, well almost, in the new Fall/Winter Collection for London Fog. In the ads she is wearing nothing but a trench coat. The campaign has been getting a lot of attention but not necessarily because of the campaign itself but because Gisele Bundchen was pregnant while shooting the ad. The final images have been retouched to protect her privacy. Dari Marder, a chief marketing office for London Fog was quoted as saying: “Although Gisele was photographed while pregnant, most of the shots have been retouched to respect her privacy during this wonderful and personal time in her life”. Ahhh, the art of CS4. But pregnant or not, I am not a big fan of the campaign. Yes, having a half naked model on the cover of your campaign will sell your product like hot cakes.
However, I personally would have liked to see a story line to the campaign set in the London country side, for instance, and having more clothes on models. I believe that it’s a good idea to develop a connection with the audience and with the help of the story draw them more into the campaign. I always thought that every Marciano campaign was executed beautifully. The new Fall/ Winter 2009 GUESS by Marciano campaign is shot in beautiful Malibu, CA and transports the viewer to a dreamlike state. Unfortunately, the current campaign doesn’t do anything for me and it doesn’t make me want to go and buy the product.
What do you think about this new campaign? What feelings do you have associated with those images?! Does it make you want to buy the stylish trench coat? Would you still buy the product regardless of the ad or who is on the cover?