One of the standout retail initiatives for Valentine’s 2017 comes from US pop-culture provocateur Marc Jacobs. The fashion designer has gone against the traditionally schmaltzy romantic grain with a trio of short, low-fi commercials that echo the sex hotline infomercials that were prevalent during late-night 90s TV shows.
Each of the three 35-second videos stars a female model with OTT early 90s styling, teased hair and dramatic make-up, and is slightly different in tone. ‘Lexie’ reads romantic poems, ‘Chloe’ speaks in hotline innuendo, and ‘Jessica’ offers a comedy spoof – spraying herself in the face with perfume mid-enticement.
Shared across the brand’s social media channels alongside still imagery of small leather goods and cosmetics, the tongue-in-cheek campaign invites customers to call 1-844-LUV-MARC to receive a discount. When dialled, an automated recording of a sultry voice provides a 10% discount code (for US and Canadian consumers only) on all products on Marc Jacobs’ e-commerce site.
While the shorts are circulated on social media, the surprise factor of unusually low-fi communication, and the shift away from standard-formula sponsored posts on platforms such as Instagram and Twitter, makes them likely to generate major brand buzz.
For our full coverage of the best Valentine’s concepts, including new forms of personalisation, feminism-fuelled commerce and the value of ‘self-help selling’, see Retail: Valentine’s Strategies 2017.