I never thought I would see the day where our beloved house of H would advertise on TV, but there it was as I sipped my morning coffee... "The Legend of the Della Cavalleria," a beautifully executed medieval themed homage to a gorgeous and practical Hermes bag. Has anyone one else seen the new commercial? What are your thoughts?
Hermes Now Advertising on Television
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I just saw it! It was beautifully executed and captivating. Very surprising that they are buying television advertising. However, they are pushing growth of the brand and have been expanding stores.
My husband said Hermes has gone down market with this advertising. Not certain that I share the sentiment.
Fwiw- we saw the commercial on CBS
I didn't know Gen Z watched TV.
In the UK it's thought of as an over-60 medium (Boomers)
In the UK it's thought of as an over-60 medium (Boomers)
I too, stared in disbelief the first few seconds of the commercial,,, somehow not quite believing that Hermes would advertise in this medium... but truly found the ad captivating and memorable.
I would say I am surprised, but I also am not. Hermes was one of the first luxury brands to create their e-shop. It makes sense Hermes would be one of the first to start advertising on the television. I wonder what else they have up their sleeves.
But what do you mean first?
Luxury brands, especially their beauty and fragrances have been advertising on TV since...Since TV. When I was a kid, it was the only thing that made the run-up to Christmas fun. I almost cried when January came and all the ads were for holidays.
The Legend of the Della Cavalleria
They put it out in August. To me it looks like a normal campaign film, but it's good news for TV broadcasters if the big brands are returning.
They put it out in August. To me it looks like a normal campaign film, but it's good news for TV broadcasters if the big brands are returning.
Excuse the intrusion, but as someone who is just an outsider looking in, that ad is not at all what I think of as the Hermès brand. Despite all the drama to get a bag, I think of Hermès as detached cool. Not for everyone. That ad is accentuating the drama and the chase. Kinda the opposite of cool.
I agree. I think what is new is for a luxury brand to be advertising a handbag the same way they would advertise a perfume. Hermes has many advertisements for their perfume line, especially Terre d'Hermes, so I agree that is not new. Chanel advertises their beauty and fragrance, but I do not recall ever seeing them advertising a handbag or rtw on the television. The target customer for fragrance and beauty is not the same as the other lines, so to adopt similar advertising techniques is definitely interesting. I think it is similar to how though Mercedes advertises on the television, Maybach does not. I personally see television advertisement as a ********ization to the perceived access to the products and brand. Hermes is bringing itself in everyone's home. Just like you mentioned about the holidays, advertisements like these make people dream. Hermes is making more people dream.
True that. I only ever watch a tiny bit of proper tv and mostly BBC. Would watch commercial tv for this advert.
I think of H RTW as exactly that: detached cool.
Re the video, I actually thought oh, good, Hermes does have a sense of humor, and that it was doing a tongue in cheek spoof of itself, and of it’s customers lol (Plus of course drumming up support for the DC). when I saw the video (on you tube) i also thought it was hysterically over the top ( I don’t watch much regular TV though i do like BBC and PBS stuff).As a side note, I love my mini Della cavalleria which I purchased before the video (I had asked my SA about it when I first saw a DC on the runway)
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Perhaps they want to make it known they don't only sell Birkin/Kellys, which is I guess all that 'sticks' in people's minds on SM.
People associate the chase for B&Ks, so perhaps it's move to attach 'legend' to a bag that is as yet not a legend, and then using the H-game MO of 'hunt' and 'chase' to make it seem more hard-to-get than it is.
Plus, if you can't afford the bag, suddenly you may find out there's they sell fragrances or lipsticks...
Wow that was so over the top ridiculous it is laughable; and are they trying to say only some people are worthy of this bag? Yikes. Not a good look imo.