Hermes Now Advertising on Television

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#31
papertiger said:
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.
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So I guess they wanted a campy ad. It’s quite a risky choice to do a campy ad for a brand like Hermes. I would have expected them to produce the typical boring high end ads we usually see for perfumes.

That said, I appreciate the risk they took - camp is fun for the most part, but this one feels forced. Most scenes made me cringe lol.
 
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#33
ardenp said:
This ad feels like Hermes is tongue in cheek making fun of all of us chasing quota bags - if you were to insert a B/K instead of the DC, all of the lines would make total sense: "Find me the bag!" " An epic journey," "Once I find it I will never let it go..."
Watch it again but imagine a K/B25 in a neutral color, and you'll feel your heartrate go up :smile:
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I think for a neutral Kelly it would have to get a lot more violent :lol:

Personally, I find it a bit Men in Tights but I don’t think it’s for me as I don’t watch broadcast TV. Polarising is good I guess.

I will say, I am glad they didn’t make yet another ad of a group of models roaming through a modern cityscape glaring at nothing.
 
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#34
I have to admit I was too embarrassed to watch the trailer in its entirety on you tube ( I fast forwarded through quite a bit lol). And part of it was my comical chagrin with my own purchasing of H product. i definitely got the message that H is aware of the power of its own mythology; it can stoop to humor and bad taste with impunity. We will still buy stuff. (in my case, this is also true of other premier designers; bad science fiction and romance novels; and, certain forms of junk food :biggrin:

If I had seen the DC first on this trailer, and I were not an H customer, I might think, wow, how funny, why not pop into a boutique to look around. as an H customer I think, thank goodness, my purchasing behavior is so sane in comparison :)

Of course, it’s a very blatant conscious push on the DC mini which is, in itself, capacious and practical, a segue into bigger bags. As I posted earlier, I love my DC mini, from when I saw the DC on runway, but it’s a mini in name only.
 
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#35
I found the commercial an embarrassment for Hermes. Who is the intended target? As a 30+ year customer of Hermes I found it trashy and trying too hard to commercialize the brand. Everyone who buys Hermes bags already is familiar with the brand, and part of the brand's appeal is it's exclusivity and rarity. If I want a bag that I see coming and going on everyone's arm I will buy LV. If they want mass market sales, they will dilute the band's appeal. The beauty of Hermes is that it's not just a statement piece but an investment for the future, whether passing it down to our children or re-sale. If they flood the market with mass sales they will lose a huge customer base.
 
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#37
First, full disclosure, I do not own any H-bags and have no intention to do so (I don't have a life that goes with them) but have MANY scarves, belt kits, & horn jewelry.
I rather like the ad - one of my favourite movie genres is the "knights in shining armour" period movie. To my mind the ad reflects the theme of the Arthurian cycle of the search for the "Holy Grail" which in turn can be viewed as a "tongue in cheek" reference to how many consumer are constantly searching for their "grail" H- bag or H-scarf. Once the search is successful and their "heart's desire" obtained, would protect the product with their lives. :amuse:
(This from someone who after a 5+ years search was able to find her "Grail" changeant mousseline at a hideous premium over retail...)
 
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#38
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#39
shrpthorn said:
And if the "trailer" for the Della Cavelleria elicits strong feelings, apparently there are even more "trailers" for different bags (The Simone, Kelly, Mosaique au 24, etc.), although they all may not have made it to TV as yet. I found this on the Canadian website:
https://www.hermes.com/ca/en/story/288460-leather-campaign-della-cavalleria-hermes-bag/
Either too funny or cringe-worthy...
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I think the others are pretty good and I do like the concept that they are trying to show the bags as different characters.
The French new wave one is a bit wet but it’s the hardest style to capture.

I am 100% sure I’ve seen the cowgirl with the chain Kelly on her back in photos before. Is it an extension of a photo ad campaign?

Also the somewhat old school styles of these ads would further suggest to me they are mainly concentrated on solidifying and winning back their existing older client base who might be swearing off buying or looking at other handcrafted bag makers.
 
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#41
renee_nyc said:
I watched it and as others have pointed out, thought it was tongue in cheek/satire. H has always had playfulness and humor as part of the brand (although outsiders wouldn’t know this.)

I worked at a fashion advertising agency years ago and this seems like a parody of those over the top fragrance ads.
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One of my favorite perfume ads was chanel egoiste, and one of my favorite vintage print ones was Guerlains, are you her (the fragrances) type (although I don’t know this for certain) I believe the humor of the Guerlain ads were one of the factors that propelled it to prominence over Caron
 
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