To launch Kate Spade’s new swimwear collaboration with Malia Mills, they casted social butterfly Hailey Gates as the star of a mini choose-your-own-adventure campaign, 'Swan Dive or Cannonball.'
Once users begin, they are confronted with the choice of listening to the ad with French Pop or Flamenco. The redhead leisurely sips on a beer shaped like an old medicine bottle with a familiar but non-labeled Red Stripe. In her Cockatoo Calendar Girl bikini, she then saunters towards a record player to change the music into something recalling the swinging sixties and gets groovy.
Next, the title becomes clear, and the viewer gets to choose if she’ll swan dive or cannonball. These choices are not life-changing, but reflect the girly and fun spirit Kate Spade embodies.
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