Beautiful embarrassments
Mode Wirz Advertising has discovered a survival tip for fashion-conscious people for Bernie’s.
simple wisdom of life becomes a reality in the campaign for Bernie's von Wirz.
Survival wisdom dramatized. The search was for situations in which
for whom it can do no harm to make a good impression, at least externally.
when otherwise the situation is anything but good or even
could seem hopelessly embarrassing.
The One Flight Stand in the airplane toilet can be quicky once
look embarrassing, unless you keep your clothes on. And these are
styled by Bernie's, of course. The commercial features a similarly surprising
Scene dramatized with a party girl. This model floats a
a little high up a flight of stairs before the attractive woman inevitably
ends up as a living decoration in a dessert buffet. "Hi," breathes
she joins the other guests and immediately finds herself back in the
right line. After all, she is also dressed by Bernie's.
"In everyday fashion, it may be enough to simply look good. In everyday life
Advertising needs more than beautiful people who look good in the lens.
lenses. Otherwise, fashion advertising remains interchangeable and becomes beautiful
turned over." With this wisdom, CD Hanspeter Schweizer has very
specifically after a provocative appearance for the new campaign of
Bernie's wanted. Exactly this differentiation from other fashion advertising
was the decisive argument in the concept as to why Wirz won the pitch.
was able to win the budget from Bernie's.
The new Managing Director, Marco Maninchedda, deliberately wants to
a fresh appearance in advertising since the
fashion company is restructured.
In May 2005, Bernie Lehrer, founder and owner, sold
of Bernie's AG, his company with nine stores in Zurich and other
five from Bern to St. Moritz as part of an orderly succession to
the Italian fashion group Mariella Burani. This group comprises a
Distribution network of 220 boutiques.
The new departure is also intended to create a new strategic direction in Zurich.
basic orientation. The claim "You can never be good enough
look" will become the leitmotif in future. Even the sales staff in
The boutiques are instructed to use the slogan at the appropriate
to the man or woman in a mirror. In the further
communication, the text is supplemented with a squiggly logo, which, in addition to
the classic advertising also all shop windows, carrier bags, the
website and, of course, as a label on the garments.
Similarly to her advertising for Die Mobiliar, Wirz sees all around the
Claim "You can never look good enough" an endless succession of
other subjects and situations. The current ones were created by Serge
Hoeltschi takes the photos. He also realized the commercial. The set looks
looks like Hollywood. But the villa is located on the
Lake Lucerne. The stuntwoman Zoë, on the other hand, comes from Hollywood
Bell. She starred alongside Uma Thurman in Quentin Tarantino's "Kill Bill"
has also doubled Sharon Stone. You can never be good enough
look.
Andreas Panzeri
