I saw an ad on TV a few days ago during prime time television (might have been an American Idol slot?). It was Old Navy's new ad campaign, “SuperModelquins”, a clique of talking mannequins gossiping about the "unbeatable value of Old Navy prices". One mannequin's head is turned 180 degrees to her back and she starts flaunting her behind because the jeans that she is wearing makes her look really good. All the other mannequins are complimenting her and asking whether or not those are expensive designer jeans. Then they all go off to turning all their heads to look at their butts. Enough said. Mannequins with spinning heads :X
This campaign was developed in partnership with Crispin, Porter + Bogusky. CPB is a full service advertising agency awarded for its edgy and innovative campaigns (clients include Coca-Cola and Microsoft "I'm a PC" --- ring a bell?). This was a fully-integrated collaboration including national TV ads, interactive micro-site, a new magazine featuring the “SuperModelquins” distributed at the stores, direct mail campaign, etc.(more turning heads mannquins?) The main focus is intended to appeal to Old Navy's new line of target, the young moms; and it doesn't stop there. It is young moms who are out on a budget to find great deals for her and her family.
I have mixed feelings about this. Something about talking mannequins just freak me out a little. Especially if they can turn their heads a full 360 degrees and stop anywhere in between that. But I get the campaign, it's edgy, innovative, fresh, and fun. It goes well with the whole spring theme and desperate housewives out scrounging for deals in this depressing economy. Lastly, there are exactly 12 “SuperModelquins” and each exhibits his/her own style. But I'm still unsure after I tried to list out all the positive aspects of this campaign...I might be a little more convinced if these images are of real people trying this stuff on.
What do you think?
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