The Caribbean is burning with heat and if you happen to sail by any of the islands right now, you will notice the steam rising from the beaches. The cause? It’s our favorite and hottest Behati Prinsloo, featured in the new Tommy Hilfiger spring/summer 2016 ad campaign.
We all love Prinsloo (Who doesn’t? She’s adorable!), and we also love Tommy Hilfiger (no doubts there)… but when our favorite brands make weird choices, there must be someone to voice those strange nuances. Sure, I’ll take up the role, pass the mic.
My question is addressed to the creative stuff, who came up with the wonderful idea of leaving one of the most popular models of our time with four guys on an island. How is that going to make me or your customer want to buy the collection? While the video is fun and charming, it surely doesn’t convince me that I will end up on a Caribbean island with four male models right after buying a piece. Don’t get me wrong, you guys were all sweet and handsome… but sometimes there is just too much testosterone on an island with only one lady.
And although most of you would watch the video lightly and then forget about it, I happened to study it too closely. We could have expected subtler marketing methods to motivate the customer.
And if you don’t believe me and the strangeness I find in the video, take a look at the slogan of the campaign – “Wish you were here.” If you’re a guy, would you like to be on the island with Behati Prinsloo and… wait for it… four other guys? And not just guys, male models, who are trained to look irresistible!
Same question to our female readers. Would you want to be on an island with four irresistible male models, who are chasing after one of the sexiest models in the world?
The reason why many would find this ad weird is the amount of “sexiness” and cheesy “temptation” that is used in the ad. We’ve seen hundreds of ads like this, and even if the quality of the image is much better, or the actors are world famous, the message is still the same. Maybe a powerful brand like Tommy Hilfiger could come up with a new concept we haven’t seen so far… or that wouldn’t look like a sort of a bait for needy people to us.
The Tommy Hilfiger spring 2016 campaign was captured by the photographer Craig McDean, who we know for far more breathtaking works. That’s OK Craig, we’ll gladly let this one pass.
Despite all this, we still appreciate that you sent us backstage photos (we love these!). A few of the other things we loved about the campaign (see, we’re not all negative) are the music that is perfect for setting the mood, as well as the collection itself.
The prints are so in tune with the upcoming season trends; get your piece and go wild on the beach like there is no tomorrow. But we’re sure that you’ve already planned that without our help. Enjoy your vacation and always enjoy wearing the one and only Tommy Hilfiger.
Photos courtesy of Tommy Hilfiger