We have discussed often in class the importance of creating good content. With ever decreasing attention spans, it is incredibly important to gauge the interest of viewers quickly and keep them watching. Kate Spade's new campaign video with Anna Kendrick definitely demonstrates intriguing and innovative content.
Anna Kendrick is locked out of her apartment in the cold. She has a bunch of Kate Spade shopping bags. What is she to do while she waits to get in? She'll try on all of the amazing items she purchased and maybe sing a bit too! Eventually after she's done a fashion show on the stoop, she realizes that if she ties all of her purchases together she can pull down the escape ladder to re-enter her apartment. Not only does this commercial showcase all of the fabulous items shoppers can buy at Kate Spade, it also shows the versatility of them i.e. you can use them when you're locked out of your apartment.
I applaud Kate Spade's efforts. I found this commercial to be fun and entertaining. Up to this point, I have not really noticed any significant marketing campaigns from them, but this one surely will have a positive impact (and at the very least engage interest).
Source: AdWeek
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