From Jeff Bercovici: "For the space of nine pages, Esquire stops being Esquire and becomes a piece of Victoria's Secret's marketing strategy, indistinguishable from the catalogs and commercials these same models appear in, wearing the very same lace demi push-up bras and come-hither expressions. The whole thing is reminiscent of what happened in 2003, when Harper's Bazaar put Madonna, who was at that time modeling for the Gap, on the cover. Not only was she wearing Gap clothes, but the image used was an outtake from a Gap advertising shoot." So February 2008? All Adriana Lima, all the time.
If Bercovici's right, though, and this is the same quid pro quo arrangement, let's hope it works out better for Victoria's Secret than it has for Gap.
7 comments:
This is me just throwing something out there, but it feels like the Super Bowl wants to take that next step and become a national holiday. Right now there’s such a drought between New Year’s and Feb. 14th.
Think of the additional revenue stream alone for Hallmark.
What's next, the New Yorker devoting 18 pages to ads for Target? Oh, wait, that already happened.
http://www.nytimes.com/2005/08/12/business/media/12adco.html?_r=1&oref=slogin
Like the Super Holiday idea, LB.
What's next, Irene, the New Yorker devoting 18 pages to ads for Target? Oh, wait, they already did that.
http://www.nytimes.com/2005/08/12/business/media/12adco.html?_r=1&oref=slogin
oops. Curse my ADHD computer.
I had forgotten about the Target-New Yorker issue, which I actually thought was beautiful. That was a sole-advertiser arrangement too whereas the Victoria's Secret photos in Esquire are part of the editorial content. It just seems odd for Esquire -- that is usually upscale/aspirational in tone -- to feature only VS lingerie in a gift guide. I'll be honest here: when I've worked on retail accounts, I might have thought such an arrangement quite a coup. As a magazine reader though, it makes me a little sad.
Maybe Super Bowl Sunday could be a national holiday but it would mean the NFL would have to give up the trademark.
Trust me, their lawyers are good. They’d find a way to keep it.
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