Luxury brands are creating television commercials to target wider audiences. LuxuryMena.com looks at three famous brands that have chosen this route.
Gucci on CNN International
Italian luxury goods brand Gucci has partnered with CNN International to promote its men’s tailoring collection during the Milan, Paris, New York and London Fashion Weeks.
The global media platform – which reaches 49 per cent of luxury goods consumers and 60 per cent of male high-income earners across Emea and Asia, according to a press statement – will display Gucci’s global TV campaign throughout September.
“CNN sees luxury as one of the fastest-growing sectors turning to pan-regional brand solutions and this particular proposition – tailored for Gucci and its business objectives – shows how brands can associate with high-quality content to reach and engage with an upscale global audience of male high income earners and luxury consumers,” says Antonio Canto, vice-president of regional ad sales for Emea at CNN International.
Matthew McConaughey teams up with Lincoln
When brands look for new ambassadors, celebrities are always ‘Plan A’. This was the case for The Lincoln Motor Company, which recently joined hands with Matthew McConaughey.
As part of the multi-year collaboration, the American Oscar award-winning actor will act as a storyteller in both its TV and digital ad campaigns.
“Matthew McConaughey is a natural fit with Lincoln and where we are going as a brand. The transformation of Lincoln is well under way,” says Matt VanDyke, global director at Lincoln.
McConaughey currently features in Lincoln’s 2015 MKC small premium utility TV campaign, directed by Danish filmmaker Nicolas Winding Refn. “McConaughey will act as a storyteller in a series of upcoming TV and digital campaigns, starting with the first 2015 Lincoln MKC small premium utility,” adds VanDyke.
My Burberry TV campaign
British fashion house Burberry’s My Burberry perfume campaign, devised by its CEO and chief creative, Christopher Bailey, focuses on its new monogramming service.
The TVC, shot by Mario Testino and starring Cara Delevingne and Kate Moss, showcases its new personalisation service for the My Burberry bottle. Customers can have their initials carved on it for free.
Burberry fans can also create virtual monogrammed bottles through interactive TV, billboard and social media ads. Users from London and New York can submit their entries via a dedicated site to see their ideas displayed live on screen at a number of popular spots across both cities.
Apart from using Facebook and Twitter apps, Google’s interactive ads can also be used to create personalised bottle designs.
First published on LuxuryMena, sister publication of Aficionado.