# Bad Apple Ads The Cindy Crawford TSUM Moscow Photographs are Hot By Tiana Reid | Published 2010-08-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/cindy-crawford-tsum References: [huffingtonpost](http://www.huffingtonpost.com/2010/08/23/cindy-crawford-lingerie-tsum_n_691190.html#s129878) & [tsum.ru](http://www.tsum.ru/en/) The iconic model does again, this time with the Cindy Crawford TSUM Moscow advertising campaign. Shot by photographers Mert Alas and Marcus Piggott for the Russian department store, the [advertisements feature the model posing](https://www.trendhunter.com/trends/fendis-summer-2025-campaign) it up using apples as props. Wearing Nina Ricci, Stella McCartney and Giorgio Armani, the supermodel is all about old-style glam and classically sexy looks -- right down to the red lips. **Implications** - Photographic spreads that feature [big celebrities or iconic stars](https://www.trendhunter.com/trends/stripes-beauty-hotter-than-ever) are continuing to remain effective within popular culture. Celebrity references can be tailored to suit all advertising and marketing budgets -- whether the celebrity reference is a mere reference, or if a business can afford to have the [celebrity endorse their product](https://www.trendhunter.com/trends/thats-redhot). The use of inexpensive props such as fruit will continue to be an effective way to cut down on budgets and focus money elsewhere. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 80% | Activity: 78% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Celebrity-endorsed Advertising:** The effectiveness of celebrity references in photographic spreads remains strong, presenting opportunities for businesses to tailor their advertising and marketing strategies accordingly. - **Budget-friendly Advertising:** The use of inexpensive props, such as fruit, in advertisements can be a cost-effective approach for businesses to allocate their budgets wisely. - **Classic Glamour Fashion:** The appeal of old-style glam and classically sexy looks in fashion advertising provides an opportunity for brands to tap into a timeless aesthetic for their marketing campaigns. ### Where This Applies - **Fashion Retail:** Fashion retailers can explore celebrity endorsements and classic glamour styles to create impactful marketing campaigns that resonate with their target audience. - **Advertising and Marketing Agencies:** Advertising and marketing agencies can leverage the power of celebrity references and budget-friendly approaches to deliver compelling campaigns for their clients. - **Photography Studios:** Photography studios can offer creative solutions, such as the use of inexpensive props, to help brands achieve visually stunning and cost-effective advertising imagery. ## Related on Trend Hunter - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Influencer-Starring Fashion Campaigns](https://www.trendhunter.com/trends/prettylittlething-2.md) - [Iconic Singer-Starring Campaigns](https://www.trendhunter.com/trends/saint-laurent-and-diana-ross.md) - [Intergenerational Fashion Series](https://www.trendhunter.com/trends/gapstudios-fw25.md) - [Actress-Starring Clog Campaigns](https://www.trendhunter.com/trends/mcm-x-crocs-campaign.md) - [Body Paint Fashion Campaigns](https://www.trendhunter.com/trends/miley-cyrus-maison-margiela.md) - [Actress-Backed Handbag Collections](https://www.trendhunter.com/trends/galleria-handbag.md) - [Nostalgic Winter Intimates Campaigns](https://www.trendhunter.com/trends/skims-holiday-campaign.md) - [Empowering Woman-Inspired Campaigns](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman.md)