Clever Creative: An (Im)Perfect Ad?
Posted Friday January 26th, 2018 by Gia Manalio-Bonaventura in Creativity + Art.
In theory, Diesel’s 2018 Spring Summer Collection, “Go with the Flaw,” is a series of visual narratives that not only showcases the brand’s new line, but also the belief that we should all embrace our flaws. The most recent installment of Diesel’s campaign, in collaboration with Publicis Italy and François Rousselet, is clever and creative on many levels, but does its intended message miss the mark? Before we go any further, you’ll probably want to watch the video:
Let’s start with the relatable concept.
“Keep the World Flawed” is right on with portraying people who are so self-conscious about their specific flaws that their insecurity gets in the way of enjoying life. While many of us may have not gone through the same steps that the ad’s characters do in fixing their flaws, we’d be lying if we said we’ve never felt that way. So on that level: check.
When the characters see their own baby with what they had deemed flaws in themselves, they only see perfection and beauty. If you have children, you know exactly what this feels like. So again: check.
What about those clever subtle references?
Did you notice the WantedSocks sticker next to the washing machine coin slot or the Bluffit.com one on the diner restaurant napkin dispenser? How about the Layover.it sticker on the back of the bus seat? To be honest, neither had we until we read an “Adweek” review of the ad. Now knowing that they’re there, we’re even more impressed with the ad’s storytelling. A lot of work went into creating “Keep the World Flawed,” including these off-shoot sites. This leaves us wondering if we will see them again in further components of the campaign. If so, hopefully there will be references to this ad so that people do get all the cleverly-planned connections.
Now let’s dissect the ad a bit further.
As powerful as the message to accept and be proud of your flaws is, it’s hard to get it across when the people cast to portray the characters in the entire campaign are beautiful. Unfortunately, that is an obstacle that television and movie directors face as well and it will always be a challenge. It also seems a little counter-intuitive to some of us at GEM that as a way of conveying the message, the ad features two characters who actually “fix” what they see as flaws. Sure, they love those same flaws in their child, but other forces are at play there, and frankly, the kid is adorable. So the question is: When the characters’ actions convey the feeling that the flaws are perfectly fine in someone else, just not in them, does that really cut it?
What are your feelings about this ad? Let us know in the comments on our social media pages!
If you’re looking for some clever creative of your own, feel free to contact us, and be on the lookout for next week’s instalment of Clever Creative!
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