Many of you must be super familiar with the gigantic Abercrombie & Fitch ad that has been plastered at Orchard road. It features a model with what deemed as a perfect male body wearing only a pair of jeans hung loosely below the hips. What makes this ad so “captivating” and attention seeking is that it challenges the conservative nature of Singapore to a whole new level; it is displayed at the downtown of Singapore with nudity displayed at its maximum without violating the laws. This ad is indeed, sensual and sexual and it has successfully captured the attention of almost all Sinagporeans, including those who have never walked down that street but have heard it from others, social networking sites or news portal.
This ad is very different from conventional ads. Instead of featuring their products, Abercrombie & Fitch is creating an image for itself. No face of the model was shown, and appearance of product kept to a minimum, but nudity and sexuality kept to a maximum with the brand printed at the bottom of the picture where it attracts passer-by’s attention the most. But it can be contraditory. People’s first instinct would be to find out which brand it’s advertising for instead of the text having to seek their attention. It’s portraying it’s brand as being sexy, young and attractive. It reminds me of last lecture, where people look out for brands and nicknames and only trust these instead of trusting the actual product. By creating such a name for itself, it has successful penetrated into people’s mind that their products are sexy, so are you if you’re like the model wearing that pair of jeans. Girls will now notice guys wearing that Abercrombie & Fitch pair of jeans,while guys now seek after that pair of jeans.
It amazes me how the ads dont seem to be advertising the products at all, yet a greater response was drawn from the public than from those other fanciful ads. While writing this post, i did a research on other Abercrombie & Fitch ads which were found in other countries. Not to my surprise, the same image was created, but some were in fact, more sensual the one above.
Now that Abercrombie & Fitch has created such an image for itself and being one of the first to be a challenge towards the country’s conservativeness, any brand that tries to create the same impression will be deemed as inferior or a copycat.
Communication skills as such are really powerful weapons. One simple yet unconventional ad is able to convey many messages, not only promoting itself in a special way but also creating an unique image for itself.