Jimmy Choo (TV Ad)

by Jane Law Lee Bin (0334317)

https://www.youtube.com/watch?v=DPrRRgagQg8

(Source: Jimmy Choo)

Opinion: Though the ad has been receiving backlash for sensationalizing catcalling, I disagree with that sentiment. In my opinion, I think the ad was actually done well and was not trying to promote the act of catcalling as the catcallers never once objectified the model and were making comments on her shoes and not on her body or the model herself. In fact, the ad actually made me want to buy the shoes when I saw how confident the model felt when she was walking in them. It gave me the impression that if I were to own these shoes, it would make me feel good and I would be more confident with myself when I walk out in public. Hence, I think the ad did its job of selling the shoes and was not problematic.

Copy Strategy: The ad is a combination of demonstration and narrative or storytelling as it shows how the shoes are being used and tells the story of a girl walking down the streets in them. The ad was very engaging and despite it being only 1 minute and 48 seconds long, I did not feel the ad was too draggy or short. The ad clearly shows the major selling feature of the shoes by emphasizing that you will feel confident walking with them and that shoes will make people turn heads. There are also a lot of close-ups on the shoes so it is easy to remember how they looked. The ad heavily uses visuals to tell the story and there is little to no dialogue it in. Therefore, I think the ad did justice to the concept ‘show but don’t tell’. The music used for the ad fits the overall mood and actually captured my attention from the start. It made me more curious to watch the ad further because the music has somewhat a mysterious vibe to it and adds to the narration of the story.

Reimagined Copy:

I won't change much to the ad because I like how simple and straightforward it already is but perhaps I would do without the wolf-whistles and car honking in order to minimize the backlash of sensationalizing catcalling.

Reference:

Jimmy Choo., 2017. Shimmer in the Dark: Jimmy Choo CR18 Featuring Cara Delevingne [Online] YouTube. Available at: <https://www.youtube.com/watch?v=DPrRRgagQg8> [Accessed 1 November 2020].

By: Jane Law