David Jones launches new brand line ‘One name: endless possibilities’ in Spring Summer 16 campaign
Department store chain David Jones has created a new “brand promise” ‘One Name: Endless Possibilities’ for the launch of its Spring Summer 2016 ranges.
The new campaign launches today with a film shot entirely on iPhone in New York featuring David Jones ambassadors Jessica Gomes and Montana Cox alongside supermodel Elsa Hosk.
The company had previously been using the #ItsInYou strap using a range of aspirational figures including AFL player Adam Goodes in its last couple of campaigns. Prior to that it had used the tagline “Lead an Extraordinary Life”, which former marketing boss Victoria Doidge admitted had been out of step with its customers.
Doidge departed the department store two months ago amid a restructure of its marketing department.
Emmy Award winning director, cinematographer and executive producer Stash Slionski directed the new clip, which shows the three women talking about their love of New York whilst modelling the latest ranges. Whybin\TBWA also worked on the campaign.
“Our new brand promise, ‘One Name: Endless Possibilities’ exemplifies David Jones as a brand, and what we offer to our customer,” said David Jones general manager marketing and communications, Michiel Tops.
“There is only one name synonymous with bringing the finest of the world to Australia – that is David Jones, offering endless possibilities for quality, service and style. New York, as a fashion capital of the world, was the perfect backdrop to celebrate our Australian and international Spring Summer 2016 collection.”
According to the press release: “The SS16 imagery captures the intoxicating promise of new beginnings and an exciting new chapter in the department store’s rich history set against the dazzling New York City skyline.
“New York is more than a city. It is vast skyscrapers and streets infused with an incomparable energy. It is the very sense that something extraordinary could happen at any minute. In the same essence, a change of season ushers in a fresh start and a myriad of possibilities, and the overall spirit of SS16 is infused with the excitement of what could be.”
Models Hyun Ju Shin and Izi Miller also feature in the video and shot for the campaign.
A creative team including Australian photographer Emma Summerton and stylist Jillian Davidson worked on the campaign.
Another feeble attempt to put lipstick on a pig.
When will companies learn that it doesn’t matter what your “brand promise” is if you can’t actually deliver anything. Anyone who has tried to find anything in a DJs store or fumbled through those cheap plastic tubs knows would know that this. Have they ever talked to their customers? Or even gone into a store?
The marketing team and agency have clearly fallen for their own hype.
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“New York is more than a city. It is vast skyscrapers and streets infused with an incomparable energy. It is the very sense that something extraordinary could happen at any minute. In the same essence, a change of season ushers in a fresh start and a myriad of possibilities, and the overall spirit of SS16 is infused with the excitement of what could be.”
“Endless possibilities” sits alongside “imagine the possibilities” and the other lazy guff that brands who have no idea use. Basically saying “work it out yourself because we’re not sure.”
If the possibilities are endless, or imaginable, then get off your lazy arse and make a campaign out of at least some of them to get me interested. Seriously, it’s bullshit like this that gives Marketing a bad name.
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