Ralph Lauren rompe las reglas de la publicidad con un modelo escayolado

Las fragancias de Ralph Laurent

Un logo de Ralph Lauren en versión XL

La campaña gráfica de The Big Pony se atreve a romper todos los esquemas de tradición de la marca, mostrando a modelos que parecen efebos en posturas ambiguas y que saca de todo molde al logo de Ralph Lauren, que se reinventa en una versión extra grande que ocupa casi la mitad del pectoral de los maniquíes.

Sin embargo, es en el vídeo de la campaña donde la marca Ralph Lauren suelta todas las amarras y aunque sin aclarar el origen de la misteriosa escayola, se atreve a situar a un rasta entre los invitados a una fiesta campestre organizada en torno a una partida de polo.


La marca Ralph Lauren decidió romper todas las reglas de la publicidad eligiendo como imagen de la campaña para sus nuevos perfumes The Pig Pony Collection, a un joven modelo escayolado.

La publicidad muestra a 4 jovencísimos modelos (de diversos orígenes étnicos) que representan a los ponys del producto, entre los cuales destaca un maniquí que lleva una escayola en el brazo, sostenida por un cinturón de polo, que indica que por un lado el estilo no se pierde y por otro apunta a que la lesión tiene un origen probablemente deportivo.

Ralph Lauren también se atrevió a romper con la sobriedad de su propia marca, que dictaba estilo con colores apocados y que se distinguía por su pequeñísimo logo, que los entendidos son capaces de distinguir a leguas, con un campaña colorida y tirada a los excesos. Leer más “Ralph Lauren rompe las reglas de la publicidad con un modelo escayolado”

Celebrities repel consumers, but advertisers still love them

Craig Briggs (pictured), MD at Brandimage Asia, says using celebrities in ads is a great idea, but only if the communications idea is the real hero.
Celebrities repel consumers, but advertisers still love them…
A recent poll by Reader’s Digest magazine found that consumers find celebrity advertising ineffective.
For Asian marketers, this must serve as a shock, since so many brands across the region rely on celebrities to hawk their products. This over-reliance on celebrities to gain consumer attention is an increasingly flawed method of advertising.

Celebrities can be tremendously effective and a worthy association and investment, if they are used properly. The problem is, that in the overwhelming majority of such advertising, the celebrities supplant the ideas in the commercial.


Craig Briggs (pictured), MD at Brandimage Asia, says using celebrities in ads is a great idea, but only if the communications idea is the real hero.

Celebrities repel consumers, but advertisers still love them

A recent poll by Reader’s Digest magazine found that consumers find celebrity advertising ineffective.

For Asian marketers, this must serve as a shock, since so many brands across the region rely on celebrities to hawk their products. This over-reliance on celebrities to gain consumer attention is an increasingly flawed method of advertising.

Celebrities can be tremendously effective and a worthy association and investment, if they are used properly. The problem is, that in the overwhelming majority of such advertising, the celebrities supplant the ideas in the commercial. Leer más “Celebrities repel consumers, but advertisers still love them”

Build This Listening Post Please

We have done a lot of work around listening to consumer generated media in multiple markets around the world. We use a lot of different technologies and fit them all into our 3-part approach to Listening Posts.

* Conversation Criteria – determine the topics and keywords that you will “listen” for. This requires strong brand and product knowledge as well as a strategic eye to what conversations might intersect with the brand in some way.

* Listening Technology – there are hundreds of choices across all of the language markets in the world. Many have particular strengths and we select them based on those strengths and our need

* Action Reports – in this day and age, a voluminous report with no action recommendations is next to useless. Those recommendations can only come from an experienced strategist who knows the brand (yes, of course that is us)


We have done a lot of work around listening to consumer generated media in multiple markets around the world. We use a lot of different technologies and fit them all into our 3-part approach to Listening Posts.

*  Conversation Criteria – determine the topics and keywords that you will “listen” for. This requires strong brand and product knowledge as well as a strategic eye to what conversations might intersect with the brand in some way.

* Listening Technology – there are hundreds of choices across all of the language markets in the world. Many have particular strengths and we select them based on those strengths and our need

*  Action Reports – in this day and age, a voluminous report with no action recommendations is next to useless. Those recommendations can only come from an experienced strategist who knows the brand (yes, of course that is us) Leer más “Build This Listening Post Please”