Campaign: Step into KOOVS.com
Agency: Grey London
Presenting a mix of dance, music and fashion, the TVC showcases the protagonists — a boy and girl — stepping into the world of KOOVS and experiencing a fashion journey across the globe. The duo jumps from one outfit and location to another including a Mumbai street, an East London food market, an underground party in a Parisian ballroom and a Manhattan rooftop.
Fashion, travel and music have long been a perfect concoction for fashion brands worldwide. It was no surprise then that KOOVS chose not to utter a word in its maiden commercial and instead conveyed its message through a track by British rapper Lady Leshurr. With a collection inspired by international fashion runways, the TVC too has an international feel to it replete with VFX, multiple layers of action and high production values which allow a seamless transition from one fashion destination to another.
À la music video, the advertisement has been designed to appeal to the emerging young population. It attempts to showcase how the youth are empowered and liberated in the choices they make, including their fashion picks. The youth of today are easily bored despite having a volley of choices, due to a short attention span, due to which KOOVS creates a visual with rapid movements and technicalities to grab its viewers’ attention.
Dominic Goldman, executive creative director, Grey London says, “Young people today are interested in and form a part of global culture, so the TVC itself is a balletic Romeo & Juliet for the digital age, showcasing the KOOVS range.”
The ad grabs our attention albeit minutely, due to the high energy music track and VFX work. There is also chemistry between the duo that acts as a catalyst for them to teleport from one fashion destination to another.
KOOVS creates a love story, but this is overpowered by the technical aspects. Thus, the message does not come across clearly. In between the various flights of fashion, it gets lost. The two leads in the TVC appear as nomadic birds flying into apparel and dropping into various locations aimlessly.
The ad film takes one back to the 2008 English flick Jumper, where an aimless David Rice (Hayden Christensen) has the ability to instantly transport himself to any place he can imagine. He uses that gift to globe-trot, living on money he steals by ‘jumping’ into bank vaults.
Unlike other brands, whose TV ads encompass a tagline or a Bollywood star, KOOVS invests in talent by hiring technology specialist Tom Sparks to bring in the visual splendour. While the execution and high production quality is good, KOOVS fails to create an impact in its debut brand campaign. With online fashion stores wanting to reach out to a wider audience base through multimedia campaigns, KOOVS must ensure it does not step away from its core message, Step into KOOVS, in a bid to connect with the shape-shifting youth in India.
The author can be reached on Twitter @chandni_mathur