J Crew has established itself as one of South Africa’s leading men’s fashion retailers over time. However, in the past their clothes and advertising campaigns conjured up images of very clean looking men with cardigans draped over their shoulders… Which is appealing… if you are 105.
Finally they’ve decided to take a bit of a new direction with some help from the peeps over at Ogilvy Cape Town and Egg Films. J Crew is now featured in a new television advert aimed at promoting their 25% Off Men’s Shirts special offer. Accompanying the advert is a rather tasty behind-the-scenes video, which shows the process behind the creation of an advert featuring four different mooiness wearing little other than the crisp, quality shirts for which J Crew is renowned.
Although the advert is a little more daring than usual, Queenspark are looking forward to seeing their consumers response. I for one am very… um… supportive 🙂
The 25-year old Donnet Dumas from Ice Model Management, who features in the ad summed it up as follows:
“Wearing a men’s shirt kind of makes you feel a little bit sexy, a little bit androgynous and very womanly. It makes you feel very womanly because you have to accentuate your feminine side as you’re wearing something masculine.”
The television advert and behind-the-scenes video are both set to the track “Evil Spell” by South African singer/songwriter Farryl Purkiss.
The J Crew 25% Off Men’s Shirts offer will be running during October 2011 and is applicable to all shirts currently available in store. For more information or to locate your nearest J Crew store, please visit: http://www.queenspark.com/