an Ad a Day

A look at the marketing that surrounds us.

Gucci: Buy a Purse (for Charity)

Posted by Rosepixie on September 15, 2009

This ad was found in a fashion magazine and is for Gucci, specifically their “Tattoo Heart Collection”, which benefited Unicef.

Gucci 1aGucci 1b

Gucci 1cGucci 1d

(click on the images for full size)

The text reads:

Gucci

Tattoo Heart Collection

Campaign to Benefit Unicef

Make a permanent mark: Help save children’s lives.

When you purchase an item from the white Tattoo Heart Collection Gucci will donate 25% of the sale to support Unicef programs for orphans and children affected by HIV/AIDS in Africa.  Valid November 19, 2008 through January 31, 2009.  For more information and to view the behind the scenes featuring Rihanna visit (url).

So, mostly I think this ad is really weird.  Not any weirder than the other fashion and handbag ads, necessarily, but still weird.  What particularly made this one stand out for me was that it is supposed to be for a collection designed to support a children’s charity and the text suggests that they want you to buy a bag at least partially because it does support such a great charity (the “think of the children” argument, I guess).  Nothing about the look of the ad suggests “children’s charity”, though.  In fact, it was only on the third time I saw this ad that I even noticed the Unicef part!  Mostly it just looks like a weird, arty photo shoot of a model with a comically over-sized purse on a circus performer’s ring for some unknown reason (not that fashion photo spreads ever really make that much sense).  I have no idea what it has to do with Unicef.  To be honest, I’m not sure what it has to do with purses, but at least you can see what they look like, which is one up on many handbag ads.  Basically, I think this ad fails on a few levels, but not much more so than a lot of fashion ads fail, which is kind of sad.

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