David Fernandez | Modern Marketing : Branding : Display Advertising
Women who aren’t sure if they want “Free People” or “Free Shipping”
I’d like to welcome back my regular readers – all 15 of you – to our regularly scheduled programing. I’m taking a break from my hard-hitting journalism to bring you what you demand: irreverent dissection of the work put together by over-paid ad execs that have clearly been sniffing too much nail polish remover.
The victim of my normal-human-brain analysis is Nordstrom and the gem of a marketing campaign called “Free People.” Seriously folks, you better get on this now because after spring you won’t be able to “Free People.”
The Problem with the Message:
My thought process when seeing this ad:
“Jackpot! This is perfect for my next article.”
Then, I thought: “This is too good to be true. Let’s give Nordstrom the benefit of the doubt. I’m sure Nordstrom must be donating proceeds to some charitable organization of some kind like the Invisible Children”
So I click on the ad eagerly waiting to see some sort of partnership campaign like GAP’s “RED.” Nope. By “Free People” they mean “Rich Hipsters.” Ok, so are the clothes free? No, the clothes are definitely not free. Huh?
What they are trying to Say:
If you are still recovering from the ill effects of LSD usage in your misspent 20’s then the message is perfectly clear: Wear expensive clothing that looks inexpensive and tattered to free the inner you.
Do you ever get the urge to “catch a falling star?” Have you considered the size of a falling star? Besides the Armageddon that would ensue, this would end tragically.
The teenage Asian or Latino children responsible for stitching this clothing together are probably the only people part of this product life-cycle that need to be “freed.”
I don’t know about you but if I woke up and did not see the sun, I’d just go back to bed. Then when the sun finally came out, I’d point and laugh at anyone wearing teal denim shorts with a riddled sweater.
Did you just come into a lot of money but still want to look like trailer trash? For the low price of just $68 these tattered teal trailer park denim shorts can be in your dresser. Shipping? Ha, this is the “Free People Line.”
Are you kind of cold, even when it’s hot? Do you not check the weather because you are a free-spirit? Do you like to be totally ignored by available men? Then we have the perfect sweater for you:
- David Fernandez
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If you liked this post please check out: Online Display Advertising… Gone Bad