Commercials for some high-fashion brands feature some of the most bizarre, disjointed and ridiculous marketing I've ever seen, and the new Old Navy 'Dress Like a Guy' marketing campaign takes direct aim at these ads.
The ad, developed by San Francisco-based ad folks Camp + King and launched today, features a series of high-cheekboned male-model types alternatively posing and writhing in a way endemic to high-fashion commercials. The clothing in the Old Navy 'Dress Like a Guy' ad also accurately reflects the pretentious clothing that seems to dominate these ads.
At the end of the commercial, a message implores viewers to "Dress Like a Guy, Not THIS Guy" and points an arrow at a particularly jerky-looking male model. The campaign hits on a real issue that both men and women can relate to and has all the markings of an advertisement likely to hit viral video status.
Manly Fashion Marketing
The Old Navy Dress Like A Guy Campaign Takes Aim at Luxury Designer Ads
Trend Themes
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Anti-luxury Fashion — Opportunity for companies to market affordable and practical clothing, directly targeting consumers who are put off by pretentious luxury brands.
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Authentic Advertising — Opportunity to create humorous and relatable ads that engage with consumers and communicate the brand's values effectively, not just relying on high-fashion tropes.
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Gender-fluid Fashion — Opportunity to create clothing that is not strictly marketed to one gender, but instead recognized for its functionality, comfort, and style for anyone to wear.
Industry Implications
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Fashion Retail — Retailers can capitalize on the trend of anti-luxury by providing affordable clothing that the majority of people can relate to and feel comfortable in.
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Ad Agencies — Agencies can focus on creating humorous and authentic ads that get people talking and reflect the values of their clients.
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Gender-inclusive Fashion — Clothing designers and manufacturers can embrace gender-fluidity by creating clothing that appeals to a wide consumer base, rather than confining clothing to one gender identity.