In an effort to promote its latest tote bag, New York brand Marc Jacobs has launched a surprising and disturbing video on its Instagram account. Unlike a typical amateur footage captured at the end of a fashion show, this video is actually an advertising campaign. Posted on Wednesday, the video showcases a model wearing high heels stumbling down a flight of stairs. However, she quickly gets up at the bottom and continues as if nothing happened. This orchestrated fall has already garnered over 4 million views and has been widely shared and parodied by thousands of people. The primary objective of this viral video is to generate buzz and promote the new ivory color of their popular tote bag, the XL Sack Bag.
The unconventional nature of the video has created a mix of surprise and unease among viewers. On Marc Jacobs’ social media platforms, many users fail to grasp the purpose of the clip and criticize the potential danger faced by the model (who is actually a professional stuntwoman). Some even threaten to unfollow and withdraw their support for the brand.
Undoubtedly, the Marc Jacobs team expected these negative reactions, as they intentionally hired director Yulya Shadrinsky for this campaign. Known for her edgy and violent style, Shadrinsky previously orchestrated a similar staged robbery for American jewelry brand, The M Jewelers.
It is clear that Marc Jacobs sees provocation as an effective tool in their marketing strategy. While other brands explore the possibilities of augmented reality, metaverse, and artificial intelligence, Marc Jacobs chooses to stick with what they know best: stirring controversy. This is not the first time the designer has courted controversy, as in 2011, an advertisement for his fragrance Oh Lola featuring a 17-year-old Dakota Fanning sparked outrage. The ad was deemed offensive by British authorities and ultimately banned in the country.
Overall, Marc Jacobs continues to push boundaries and challenge societal norms through its unorthodox marketing campaigns. Whether this approach will ultimately be successful in promoting their new tote bag remains to be seen.
Useful links:
1. Marc Jacobs Official Website
2. Marc Jacobs Instagram Account
