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36 comments

Reality Check's picture
Reality Check
1799 pencils

The eye candy can't quite compensate for the lack of an idea.

Guest's picture
Guest

This is advertising. Advertising does NOT always need an idea or a concept.

Guest's picture
Guest

You have been misinformed.

Guest's picture
Guest

Or...YOU may have been misinformed.
Ever heard of products like Prada or Calvin Klein? They've advertised once and a while, here and there, and hardly with any concept or idea to their ads. They rely on execution...which seemed to have worked out pretty well for them so far.

Go back to ad school...or go to a better one.

consolidated.db's picture
consolidated.db
539 pencils

totally agree.

especially with fashion. it's all about building the brand up via association with someone good looking/cool.

ask cK how the mark wahlberg ad did for them.

Guest's picture
Guest

ask CK why they used Mark Wahlberg and not somebody else. than - and only than - you can start talking there's no idea/concept in fashion advertising.

Guest's picture
Guest

If you were to ask Calvin himself I'm sure that he is going to come up with some exquisite rationale. The truth is probably because he was hot and popular. Kinda like the babe in these ads.

kgeiger's picture
kgeiger
7085 pencils

I always thought that the concept in a good many fashion advertising campaigns came first from the designer themselves [and the collection being advertised] and secondly from the photographer involved. Which is in contrast to most other categories where the creative team at an agency play a bigger role...

Guest's picture
Guest

This place is not only for 'Intellectual masturbation' ads. you can also place functional Ads. it works very well. and also please change your thumbnail, which is fkn subverted from NIKE brand assets. grow up please...

Guest's picture
Guest

I think it works in this case. Perhaps its a play off the brand name - London fashion gently rolling in + wrapping a body to an exact fit.

It's a stretch, and few steps away, but there is at least an appearance of a possible concept as opposed to just fashion photography.

chamindarathnayake's picture
chamindarathnayake
377 pencils

mmmmmmmmmmm cool

Chaminda Rathnayake

pentchill's picture
pentchill
10 pencils

The advertising here is the brand image it conveys to the viewer. Top model + high fashion = luxury products. The fashion industry lives on brand image and perception. Being products with no significant competitive advantage with each other, it does not need a concrete message to convey.

shahidali's picture
shahidali
4063 pencils

pentchill, revisit M101, principles of marketing.

shahid

AmOgodzzz's picture
AmOgodzzz
826 pencils

Actually, I agree with pentchill. Seems like London Fog has always been sort of an also-ran and their stuff was sold at places like Macy's alongside the Alfani and Van Heusen and other crap. They're definitely trying to rebrand themselves as a high-fashion luxury brand and this is a great debut campaign for doing just that. Remember, this is fashion advertising done in-house, meaning its image advertising. The same thing you see being done for cologne/perfume, watches, shoes, etc. There's nothing wrong with image advertising as long as you get a great photographer (check), a world-class supermodel (check) and tasteful art direction (check). Not to mention the publicity they garnered simply by having Gisele Bundchen in their campaign. I think this is a winner.

pentchill's picture
pentchill
10 pencils

okay i actually might read it again. ;) nevertheless, i do believe in image advertising.

alexander_bickov's picture
alexander_bickov
3279 pencils

Cool advertising

sweejin's picture
sweejin
7044 pencils

Sure there's not much of an idea here. But an ad that makes you stop and read works. This ad made me stop, salivate and contemplate wallpaper. Yes, I'm an idiot. :p

Arkadiusz's picture
Arkadiusz
509 pencils

Good work. But it's exactly the same as all ads in the category of luxury apparel. It is a good way if they want to show that they belong to the "high society", but not enough in order to positively stand out. And who said the top fashion could not be presented with some idea?

thefakehuman's picture
thefakehuman
410 pencils

these are cool...i love gisele bundchen...she can sell anything with that face and body...

- Life Feeds on Life -

Disco Munky's picture
Disco Munky
3900 pencils

Fucking weak. These are pieces of shit that every ad hack churns out to make themselves feel better. Get a fucking clue and shape up before it's too late and you fuck everything up. Idiots. And to those fuck-tards that say that advertising doesn't need a concept you should really be out playing in traffic because you're clearly a tool.

1/10

Doin' it for the points

ivan's picture
ivan

Please no name calling! Thank you!

Ivan Raszl, admin of AotW

Disco Munky's picture
Disco Munky
3900 pencils

It's only name calling if they're responsible. But fair point, I'll tone it down.

Doin' it for the points

ivan's picture
ivan

I'm very grateful! :)

Ivan Raszl, admin of AotW

Guest's picture
Guest

any kind of advertising that elicits a response like this has worked.

Disco Munky's picture
Disco Munky
3900 pencils

Ooooooooooooooooooooh no you didn't! By that rationale you would defend any work that elicited a strong response, even if the work was wrong. So if the ad in question featured, for example don't freak out, a naked child or violent sexual imagery, you would consider it a success when everyone (I hope) spoke out against it? If an ad makes you comment, it is not proof that it works. But simply an effect of the subject matter on the viewer. The problem with a lot of writers/art directors these days seems to be that they aren't aware of this difference and as a result expose the rest of us to rubbish just to gratify their need for attention. Good or bad. That is a sad state of affairs and you, my ignorant Guest friend, are proof of that.

Doin' it for the points

Guest's picture
Guest

Fashion executives like to make this kind of ads just to show their colleagues that they were with the top model.

Guest's picture
Guest

Fashion executives like to make this kind of ads just to show their colleagues that they were with the top model.

Guest's picture
Guest

you know Lads, Disco Munky is Right.
I wish I can get you all a job selling water bottles on Ocean Bolivard.
Need a refresher my self.

Disco Munky's picture
Disco Munky
3900 pencils

I am?
We could?
You do?
*picture a bleached butt-hole with poop coming out*

Doin' it for the points

Guest's picture
Guest

Tits always are winners in my book. Sold!

Guest's picture
Guest

Gisele is very beautyfull

LeeMoh's picture
LeeMoh
424 pencils

Oh my god!

When ideology nuts get into advertising it just goes riot!

Guys a good ad is an ad that only SELLS. Even if it uses civil war or porno.

This ad does SELL. This is a good ad. Full stop.

Shush!

Disco Munky's picture
Disco Munky
3900 pencils

So long as it sells? That's a real shame. And you wonder why you get chest pains?

Doin' it for the points

kgeiger's picture
kgeiger
7085 pencils

Just to be fair, I would say that an advert that "sells" is an advert that "works". That's a fairly objective result.
But if the advert is "good" or not is another story all together – and something completely subjective.

Disco Munky's picture
Disco Munky
3900 pencils

Your objectiveness and rational, considered comments only make me look worse dude. please stop.

Doin' it for the points

JeffWalker's picture
JeffWalker
12 pencils

The photography is very crisp and erotic. I love it. But the branding is clumsy in my opinion. The typography needs to be as smart and sophisticated as the image. Now whether London Fog, as a brand, can play in the high fashion market is another question. I would love to hear a woman's opinion of this ad.

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