Here’s a surefire way to get your new ad campaign some buzz: Base it off of the insanely popular book of the moment, Fifty Shades of Grey and then cast some minor celebrities to be in it for good measure. Or, at least that’s the route that Marc New York–a division of Andrew Marc–took with its very first ad campaign, WWD is reporting.
Conceived and photographed by Andrew Marc’s creative director, Chris Gbur, the ads feature Celebrity Apprentice contestant and Miss Universe winner Dayana Mendoza as an unzipped Ana (whose inner goddess is no doubt doing backflips), and former Scottish rugby player Thom Evans as Christian in nothing but a towel (you know, hanging ‘in that way’ from his hips).
The ad will break in the September and October issues of Glamour and People StyleWatch magazine–and we have to say, it does a great job of realizing the fictional characters. We’re not sure whether the setting is meant to be Christian’s playroom or part of his palatial apartment, but whatever, it works. Or, in the always-eloquent words of Ana: Holy Cow! Whoa! Jeez, this looks good.
Needless to say, our sub-conscious is nodding in approval over its half-moon glasses at Marc New York’s clever marketing.