In an effort to spotlight its #AExME campaign, American Eagle released a one-minute ad spot which features real customers and a store employee.
The energetic ad, titled 'Makes Moves' is set to the tune of Kendrick Lamar's 'DNA.' A diverse group of men and women are seen dancing, singing and moving in the fashion label's jeans, spotlighting the stylish and comfortable nature of the pants, while highlighting the different faces, bodies and personalities that love American Eagle. In addition, American Eagle's campaign features a digital content series that spotlights emerging musicians. Each featured artist has been integrated into the campaign with their own introductory video.
American Eagle's campaign celebrates authenticity, appealing to the average shopper.
Authenticity-Celebrating Jean Campaigns
The #AExME Campaign Features Real American Eagle Customers
Trend Themes
1. Authenticity-celebrating Jean Campaigns - Opportunity to create authentic and inclusive ad campaigns that feature real customers and celebrate diversity.
2. Digital Content Series for Emerging Musicians - Chance to integrate emerging musicians into marketing campaigns, providing exposure and support for up-and-coming talent.
3. Spotlighting Diverse Faces and Personalities - Opportunity to showcase the diversity of customers and promote inclusivity in fashion advertising.
Industry Implications
1. Fashion - The fashion industry can leverage authenticity and inclusivity to connect with customers and drive brand loyalty.
2. Advertising - The advertising industry can learn from American Eagle's approach to featuring real customers and using diverse talent, creating more relatable and authentic campaigns.
3. Music - There is potential for music industry collaboration with fashion brands, where emerging musicians can gain exposure through marketing campaigns.