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Chris DeLuca, Trend Hunter (INTERVIEW)

DeLuca Explains This Comedic Kylie Minogue Xbox Commercial

— February 26, 2013 — Tech
When seeing former Editorial Intern Chris DeLuca's Kylie Minogue Xbox commercial pick, you can tell he is an open-minded person with a penchant for innovative marketing ideas. Though you may not typically think a man dressing up as a pop superstar is a way to advertise video games to a male demographic, Xbox shows this is certainly possible. Aside from enjoying creative commercials, DeLuca is also insightful in his advice to the business world, which follows the belief that companies must adapt to the demands of the consumer.

How do you define cool?

Cool is complex, it's lots of different things. A part of cool is it's the ineffable, it's just out of your grasp. Cool is also progressive, it's always going forward. Cool is something new, something you haven't seen before.

What is your favorite trend and why?

My favorite trend is macho diva dancing ads. The Kylie Minogue Xbox commercial is interesting from a gender identity perspective because it's Xbox that's using Kylie Monogue's song. It features a guy who dresses up like Kylie Minogue and identifies with her, and goes through this dance sequence identifying with her, which is really interesting. It's a really progressive ad for something like Xbox that generally has fans that are probably teenage boys who might not identity with someone who is a female.

What is your secret to uncovering the best trends?

My secret to uncovering the best trends is always keeping up with the latest things. Having a series of websites or a series of magazines that you go and look for new and cool things. Also, always having a network of people that can inform you on something you may not have known.

What inspires or excites you?

One thing that inspires me is technology and technological innovation. Just seeing the new things that people are doing with technology, how people are taking and making it their own. It is really exciting and inspiring.

What is the most remarkable way you see businesses changing?

The most remarkable way I see business changing is engagement with the consumer in lots of different ways. If the consumer is really interested in eco and environmental stuff, the business is going to cater to that. Whatever the consumer really wants and demands, the business will have to give it.

What is your favorite part about working at Trend Hunter?

My favorite thing about working at TH is the community of people. It's a great team atmosphere, it's in a great location, everyone is really awesome. You get to spend your whole day looking for really cool trends.
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