Spring 2013 Ad Campaigns

     In the world of advertising, there is a long list of do’s and don’ts that go along with building a campaign to sell a product. Some of the best advertising in the world is innovative and a majority of the time, ads that straddle the fine line between controversy and intelligence attract much more attention. The fashion industry is notorious for launching new lines lead by ads that are just on the cusp of R rated. Luckily for these advertisers, edgier clothing or accessory advertisements are revered as high fashion or artsy. Regardless of what some offended consumers think, these ads stretch across billboards, cover endless pages in magazine, and even find their way onto the television. Luckily for the rest of us that kind of enjoy the change of monotonous advertising, some of the major names in the industry release some impressive campaigns. Each season a fashion god decides what is in, what is out, what has stayed too long, and what will last forever, and some how the rest of our closets respond accordingly.

    As the weather gets a little bit warmer and the flowers start to peek around, the fashion industry goes into full speed releasing spring lines. Along with these fresh, unpredictable looks comes new campaigns that expose the designers’ most recent creations. Even jewelry merchandise receives an allotment of the fashion spotlight, since jewelry trends seem to change as quickly and unexpected as the weather. The following jewelry advertisement campaigns for spring 2013 were impressive and appropriate for selling each company’s product. Although most of us are not fortunate enough to see Fashion Week first hand, there seems to always be coverage posted online. This year Pop Sugar featured all of the most popular designer ad campaigns on their sponsored fashionologie website. The jewelry ads this season were all effective and impressive in their own brand appropriate ways.

     Hugo Boss is prominently known for their expertise and quality material in the department of men’s business wear and suits. The company, however, has so much more to offer. In their spring 2013 ad campaign they successfully take the focus away from the monotonous office wear and reestablish their less known products, such as the men and women’s watches see above.  In these advertisements, the models do their job well in selling the product as opposed to their own attractiveness. Immediately when viewing these ads I was drawn to focus first at the jewelry and then switch my attention to the wearer.

     

     When you hear the name Dolce and Gabbana, the instant essence of luxury should cross your mind. This high-end designer is most commonly exposed by the chunky “D&G” that stamps each pair of sunglasses worn by the hottest celebrities. Dolce and Gabbana has the useful ability to represent excitement and youth, just with their clothing style and unique selection of models. In these spring advertisements it is impossible to ignore the vibrancy and color throughout the entire shot. While we all dream of the warm weather and vacation, the ad executives for Dolce and Gabbanna use this to their full advantage. The beautiful women, chiseled men, and breath taking setting are just a few of the successful features in this spring ad campaign. The manifestation of culture and fun that this ad represents, allows the buyer to sift through the busy picture and focus on this seasons perfect jewelry.

   

     

    Versace is not hesitant to pry on the sophistication and elegance that their clothing represents. This series of ads embodies the idea of sculptures and paintings of beautiful Grecian gods. The models move in a statuesque manner in each frame, as the editing process changes an editorial photograph into a painted canvas. The large accent necklace and the simple gold bangles that these two ads showcase follow suit with the entire campaign’s sophisticated vibe. Potential buyers are persuaded into imagining that these pieces of jewelry will bring them the same the rich satisfaction that the ads accomplish.

    Juicy Couture has established a new look to target a much younger population of shoppers. These spring advertisements are age appropriate in the sense that they embody youth and bright summer fun. It is clear as day that a major feature in this ad campaign was to show off the beautiful weather that will soon be ours as summer is rapidly approaching. In addition to the backgrounds, using Candice Swanepoel as their primary model is risky, yet successful, as she is also a top Victoria’s Secret Angel. The young girls that flip through Victoria’s Secret Pink catalog have seen Candice sell beachwear and sweatshirts, and now cognitively the same girls will associate Candice will everything Juicy Couture. This use of mental modes is perfect for advertising this brand of clothing and accessories because let’s face it, who wouldn’t want to be a perfect Barbie doll like Candice.

     

     Swarovski is one of the most well-known crystal distributors and probably would be just as successful without seasonal advertisements. Their spring 2013 campaign switches the focus away from crystals primary use in jewelry and features them as everyday objects. The irony of a bike helmet or weight completely bedazzled in Swarovski crystal just simply works. Buyers are drawn to shiny things that are guilt free. Therefore, if the ad nearly suggests that every object should be covered in crystals, we are tempted to just go with it. The ad board for this designer could essentially just stick to the status quo and shoot a spread in which a model just wears the jewelry, but that would lack the unique creativity that companies need for business success.

     

     For some reason big gold accent jewelry has never found it’s way out of style. There is a seamless relationship between classy black clothing and thick gold accessories. Eddie Borgo’s jewelry pieces are perfectly in style with the geometric jewelry that this season calls for. The black leather attire that the models wear creates an edgy look while still being able to keep the focus towards the jewelry. These featured spring advertisements do more than just make the jewelry look good. For some reason there is a curiosity hidden in the simplicity of the ad photos. As most ads call for action, these ads make the buyer crave more information about the other jewelry lines. There is such a thing as doing too little and doing too much, but as for Eddie Borgo, these ads are doing just the right amount.