Credits
Photographer, Director, Art Direction: Max Siedentopf
DOP: Igor Smitka
Set Design: Andy Hillman Production: MAI Production
Objective
Promote Gucci’s first pet line.
Effect
From the press release: “Inspired by Gucci’s underlying vision of individuality—even when it comes to the pets among us—each animal’s personality comes to the fore against backgrounds colored in bold hues.”
Judgement
I think we as humanity have really played out capitalism. Haute couture for dogs… I know it’s been around for a while, but nowadays there’s a market for everything apparently. Anywayso the commercial.
Bright colours, cheerful music and cute dogs. That is the main point of this commercial. Meanwhile, consistent attention is paid to the actual Gucci products in question. I think that’s a big improvement compared to the many pompous fashion campaigns that mainly focus on atmosphere. This commercial is a combination of atmosphere and the actual products. From a communication point of view, that’s a good move.
Because if I put myself in the target group, this is exactly what they want to see. “Gucci has stylish fashion for cute dogs? Shut up and take my money!” There is no call to action where you can buy the products and that is a little bit of power from Gucci. If you want to fit in, you’ll have to put in some effort yourself. I like that. But I will never be the target audience for these products.
–
