Now, in 2023, is it possible for an advertising campaign to successfully focus on male desire in a world shaped by the #MeToo movement? John Lobb, the renowned British shoe creator established in 1826 and owned by Hermès since 1976, has recently launched its spring 2023 campaign, shedding light on this very question.
In this latest campaign, John Lobb manifests a strong connection to its parent company, Hermès, more prominently than ever:
1. The campaign revolves around one central hero: the product itself. This approach emphasizes the brand’s commitment to showcasing the quality and craftsmanship of their shoes.
2. The campaign embraces simplicity, without indulging in excessive creative elements, allowing the product to take center stage.
3. The campaign embodies contemporary elegance, aligning with the style and preferences of today’s sophisticated consumers.
4. Notably, the campaign does not rely on flashy brand ambassadors, eschewing the conventional trend among luxury houses. Instead, John Lobb focuses on the appeal of its products, emphasizing their inherent quality and desirability.
5. The campaign demonstrates a deep respect for its customers, recognizing their discerning taste and appreciating their loyalty.
6. A touch of mischievous and childlike humor adds an element of playfulness and relatability to the campaign, enhancing its appeal to a wide range of consumers.
By merely invoking the name “John Lobb,” the brand playfully challenges the prevailing approach of prominently displaying logos in the center of advertising communication, as seen in the strategies of Burberry and Bottega Veneta. It is a refreshing deviation from a communication style that often relies on moralizing or purpose-driven narratives crafted by external consultants.
Instead, John Lobb returns to the essence of advertising: cultivating desire and celebrating the inherent attractiveness of their products without any apologies or moralizing undertones.
Useful Links:
– [John Lobb Official Website](https://www.johnlobb.com/)
– [Hermès Official Website](https://www.hermes.com/)
