David Jones launches new brand line ‘One name: endless possibilities’ in Spring Summer 16 campaign
Department store chain David Jones has created a new “brand promise” ‘One Name: Endless Possibilities’ for the launch of its Spring Summer 2016 ranges.
The new campaign launches today with a film shot entirely on iPhone in New York featuring David Jones ambassadors Jessica Gomes and Montana Cox alongside supermodel Elsa Hosk.
The company had previously been using the #ItsInYou strap using a range of aspirational figures including AFL player Adam Goodes in its last couple of campaigns. Prior to that it had used the tagline “Lead an Extraordinary Life”, which former marketing boss Victoria Doidge admitted had been out of step with its customers.
Another feeble attempt to put lipstick on a pig.
When will companies learn that it doesn’t matter what your “brand promise” is if you can’t actually deliver anything. Anyone who has tried to find anything in a DJs store or fumbled through those cheap plastic tubs knows would know that this. Have they ever talked to their customers? Or even gone into a store?
The marketing team and agency have clearly fallen for their own hype.
“New York is more than a city. It is vast skyscrapers and streets infused with an incomparable energy. It is the very sense that something extraordinary could happen at any minute. In the same essence, a change of season ushers in a fresh start and a myriad of possibilities, and the overall spirit of SS16 is infused with the excitement of what could be.”
“Endless possibilities” sits alongside “imagine the possibilities” and the other lazy guff that brands who have no idea use. Basically saying “work it out yourself because we’re not sure.”
If the possibilities are endless, or imaginable, then get off your lazy arse and make a campaign out of at least some of them to get me interested. Seriously, it’s bullshit like this that gives Marketing a bad name.