Pringle is a schickimicki fashion brand from Scotland. They’ve made cardigan sweaters for nearly 200 years and as such, their advertising is categorically predictable. Think Tilda Swinton in an evening gown spouting incoherent poetry as she stumbles through the woods, scales castle walls, swims out to sea … sigh.
The fashion business has taken itself oh, so seriously for so long that when they take a risk, it pops.
Radical trust can reveal itself in interesting ways. That’s how I came to see the animated short below by David Shrigly. Commissioned by Pringle of Scotland and screened on Jan. 18th 2010, the film was made to celebrate Pringle’s return to Milan Fashion Week.
They trusted this guy to retell the Pringle legacy? Have a watch:
I love it.
I love it because:
- it is honest, (but a tad exaggerated)
- it is a lot of fun (Scottish accent = funny)
- it depicts a web interface that the user can toggle between “Gay” or “Straight”
- it holds a mirror to the fashion business. Something they need more of.
- it trusts the public to see through the jokes and dry humor, and that we will “get it”
Lesson?
Trust the audience to see it as you do. Say it in a way they would.
A radical do.
Hat tip KnitHacker
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4 Responses to “Pringle pokes fun at an old-fashioned business”
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February 2nd, 2010 at 7:26 pm
Hysterical video on the making of Scottish Pringle (brand) sweaters: http://bit.ly/c4S0QH You won’t be disappointed! Thanks @CollinDouma ^KP
This comment was originally posted on Twitter
February 2nd, 2010 at 7:26 pm
Hysterical video on the making of Scottish Pringle (brand) sweaters: http://bit.ly/c4S0QH You won’t be disappointed! Thanks @CollinDouma ^KP
This comment was originally posted on Twitter
February 12th, 2010 at 12:55 pm
Cute, Honest, and Funny Scottish Marketing Ad from 200 year old knitwear company – http://bit.ly/c4S0QH http://www.pringlescotland.com/
This comment was originally posted on Twitter
February 23rd, 2010 at 10:44 am
Something to be said for honesty..needs to happen way more often in our business.