Bluefly, the ultimate hook-up for designer fashion and accessories, announced a provocative new advertising and social media campaign aimed at women.
"Late" features a beautiful woman and her man dressing for a night on the town in the latest designer fashion from bluefly. A glance leads to a touch, which invites a caress, and then well, the clothes come off much more rapidly than they went on.
A longer 77-second version of the ad was pre-released on the Internet prior to the television campaign to reach Fashion Week attendees and fashionistas everywhere, who check fashion blogs and Web sites for the lowdown on the day's runway events and parties. The ads were also handed out at the tents.
Last year, several networks balked at a bluefly spot showing a woman with "a closet full of nothing to wear" arriving at her own dinner party--naked. Even sanitized versions of the spot generated considerable controversy when they aired, but sparked a 46 percent increase in sales from new customers.
The 30-second version of "Late" was rejected this year by the CW, the only broadcast television outlet approached.
"We cut most of the provocative scenes for television, even though the content in their programming is just as sexy, if not more so."
"They seem to apply a very different set of standards when they look at advertising. We are encouraged to see that the campaign has circulated virally so that more people can see it as we intended it--in its full, uncut, and most truthful version," said Bluefly CMO, Bradford Matson.
marketing@alchempro.com
