I can't say that the Grim Reaper would be the obvious choice for a co-star in a clothing campaign, yet there he is in both of these Staff Jeans ads. His inclusion is indeed unusual, but it makes it quite clear that this company is actually attempting to sell a way of life and not just a pair of pants.
The comical contrast is far from serious, but it makes the message clear. With a tagline that reads "Life is short, do your Staff," the pair of prints celebrates simple trips to the hair salon and errands at the supermarket. Even with the morbid character sticking close, the Staff Jeans ads, by Low and Partners advertising, emphasize the importance of carrying on and keeping casual.
What Makes This Trend Stand Out
- Lifestyle Marketing
- Opportunity for companies to sell a way of life instead of just products through unconventional advertising techniques.
- Contrast Marketing
- Risks can be taken by pairing contrasting elements or characters to create memorable and impactful advertising campaigns.
- Casualization
- Promotion of casual and laid-back lifestyles as a response to societal and cultural changes.
Sectors Adopting This
- Apparel Retail
- Opportunity for clothing brands to differentiate themselves and target specific consumer segments by marketing a lifestyle rather than just products.
- Advertising
- Opportunity for advertising agencies to create unconventional and memorable campaigns by utilizing contrasting elements.
- Retail
- Opportunity for various retail industries to align their branding with the promotion of casual and laid-back lifestyles.
