Berlin Cameron United's new work for Gilt.com is colorful, musical and stylish, but also grounded in a sales pitch.
The ads for the online hub for clothes, shoes and accessories unfold with a catch-me-if-you-can chase on a city street, such as when one woman takes a shine to another's bright yellow dress. The music is the power-pop song "Suit" from Boom! Bap! Pow!, which has been used in ads before, though less effectively. Super slow-motion filming adds style and ensures you get a good look at the clothes.
The yellow dress chase ends with the pursuer finding the item on a smartphone app and then clicking to buy it. Therin lies the sales pitch. To illustrate the immediacy of mobile shopping, the clothes instantly shift from one woman's body to the other, leaving the prey in her underwear. Nothing wrong with mixing some flight of fancy with reality, is there?
The ads go up on YouTube today and will spread to TV on Monday.
CREDITS
Client: Gilt.com
Chief Marketing Officer: Elizabeth Francis
Agency: Berlin Cameron United
Executive Creative Director: Roald Van Wyk
Creative Director, Copywriter: Kim Devall
Executive Producer: Jennifer Glendining
Account Director: Wynter O-Blanquet
Production Company: Good Egg
Director: Christopher Sweeney
Executive Producer: Julia Reed
Producer: Dawn Rose
Director of Photography: Robert Witt
Foreign Production Company: El Camino Films
Executive Producer: Nicolas Aznarez
Editing: Final Cut
Editor: J.D. Smyth
Executive Producer: Lauren Bleiweiss
Producer: Beth Fitzpatrick
Finishing: Significant Others
Visual Effects Artist: Cecil Hooker
Audio Engineer: T. Terressa Tate
Color: Color Collective