StyleTraxx – A|X Blog
Armani Exchange is the latest fashion house to try and get us use auxiliaries to fully appreciate it’s campaigns. A fool is he who says keep it simple, don’t complicate. Apparently.
After adding more than 10% to their advertising budget, this fall, A|X will bring us 3-D ads with accompanying 3-D glasses in GQ, Interview and V mags, a 3-D music video, directed by Manny Miranda, featuring Tamiris Souza Freitas, Arthur Sales and a Ducati doing all kinds of things that just exude raw sexual energy, and my personal favorite – a 3-D billboard on the Long Island Expressway.
It seems A|X have done their research well, “Our customers live in cities, are very wired and are early adopters,” said Tom Jarrold, chief marketing officer of A|X Armani Exchange. “A survey we did showed that half our customers had an iPhone or a BlackBerry two years ago.” Obviously there’s a direct link the marketing gods uncovered between people with smart phones and the will to put on 3-D glasses and take a trip along the highway.
You’ll be able to see the video on the A|X website when the campaign launches. I know, I can hardly wait for September too.
[WWD]
