A clever ad from Hermès. Not really about perfume, although they do show a few bottles.
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Umm…am I the only one who found that ad completely pointless? They’ve labeled it “viral” but I’d be hugely surprised if it did actually go viral because it’s not clever enough for people to want to pass it along IMHO. It’s a bizarre disconnect throughout: old-guy-type whistling leads to not very impressive “hand” skateboarding (are they working with buyer research that shows some weird popularity of skateboarding among Hermes buyers?) and ends up back at old-guy-type whistling. The products aren’t very well shown and perhaps more importantly the whole thing doesn’t communicate “luxury brand” in any way. I would have loved to have heard the ad agency pitch just to see how they got Hermes to spend money on this. Now that would have been interesting to watch–and must have involved some spectacular trick jumps!
I don’t know where the label came from — it may or may not be from Hermes. Do agree it’s silly to label anything “viral”.
But I loved the video. Hermes is the only luxury brand I find at all likable, and this sort of ad is precisely why: it’s subtle, and it’s not about sex or celebrities. Other brands communicate “luxury brand” TOO well for my taste — I find the in-your-face conspicuous consumption theme a huge turn off. Perhaps the pointlessness is precisely why I like it?
I couldn’t agree more, R. 🙂
I agree too. Hermes, and also Carthusia, use interesting advertising that does not rely on sex or beef up the bling factor. I think it is, in fact, more luxurious/elite to promote such a casual attitude about products that cost as much as those produced by Hermes.
I thought it was really very clever and enjoyed watching it.
As for selling the brand….well, I’m only interested in their fragrances and was already a customer so not really any points there. Still, I liked it.
Ditto — preaching to the converted. And I’m still not going to buy the scarves or the handbags anyway.
Who, apart from some Japanese fashion victims and WAGs, buys the scarves and handbags these days? The scarves are beautiful (don’t like those huge, heavy handbags), but considered rather naff – at least in my neck of the woods.
What is a WAG?
Literally ‘wives and girlfriends’. The ladies who bed athletes and celebs and have no purpose in life but to spend money.
well, they are trying to “coolify” their scarves and the website http://www.jaimemoncarre.com IS actually being quoted in fashion magazines
I don’t know about that ad, but the Hermès website is one of *the* most beautiful and entertaining ever. I could spend all day looking at it (and clicking on all the little squares to see what happens), If you’ve never been, get ready to be amazed: http://lesailes.hermes.com/gb/en/&xtor=EPR-2069&IdTis=XTC-DERO-DFL2HU-DD-UR29-AFS
It’s a really fun site, agree.
Thanks, Bela – I just ended up spending about an hour on the site – it’s really fun!
I read somewhere just recently that Hermes came out with a skateboard. It looked just like the one in the ad, trademark orange. I wish I had the link but I am pretty sure it was the Wall Street Journal. Seems like an odd product for the company but the story treated it more like an art object then something you would actually use in a park.
Oh, that’s funny. (and possibly even more pointless)
my 19 yr old watched the clip twice and pronounced it “very cool”
My teenaged nephew would promptly break, or misplace the skateboard-have to laugh wondering how expensive the board is. Or perhaps I don’t want to know!!
Don’t know how much the skateboard would be, but the new style of wool muffler (OK – it has a zip pocket and little “H”s knitted into the ribbing at the ends) is $750.00.
Those handbags are very popular (or at least highly coveted) by purse fanatics. (Check out the purse blogs). If anyone has five figures in cash lying around, a Kelly bag would be a suitable place to put it. (Oh, wait, if you buy the Hermes bag, you will no longer have five figures of cash to put into it. )
Is Hermes selling mini skateboards as Xmas ornaments? Otherwise, does anyone know what companies make these mini-art film ads, that provide little actual product information? Is it to provide employment for the old art school roomies of the marketing director?, I would have much preferred a simple statement the new Iris Ukiyoe will be available in the U.S. on (Insert date) at (Insert Price) and may be purchased at (list Website, retailers).
Whereas I have no interest in a factual ad — that would not entertain me in the least. To each his own 🙂
I think the ad is whimsical, and very tastefully done. I love their website, and really was impressed at the perfume side of the site when they released their Un Jardin series.
I can’t remember if it was the Mediterranee or Mousson releases that had this beautiful exotic cartoon garden when you clicked on the perfume link. It really was spectacular.
They’ve done some really fabulous animation, yes!
That was Monsoon – loved that ad! Love the perfume too. It’s great during a sweltering summer.
I thought that ad was quite amazing, thanks R. Love the randomness of it, and the simple magic of turning a hand into a person, and the products as, first, forest, and then cityscape. And especially loved the subtle background sounds. Exactly the opposite of all the hyped up overdone stuff, as you noted, and not stuffy at all.
Hope LVMH’s ambitions don’t ruin the company.
Knock on wood.
It was entertaining in kind of an artsy way. I kept interpreting things: The rectangular boxes reminded me of hair on a scalp.
Interesting.
Okay, so clearly I am the only one who didn’t like it! 😉 Glad you all did. But gotta say, I still don’t.
No, Dilana (above) is with you! Stick to your guns 🙂