Sofia Vergara, of Modern Family fame, has a new clothing line for women to be sold at Kmart.
The message she wants to portray to her audience is that any woman can and should be proud of how they look and dress to match. To not be afraid to "work what [they've] got." This is communicated through her TV ad, "Many Women," as Sofia morphs into other women who are all wearing her clothing line. As each woman pulls off an outfit, she morphs into another woman of a different shape and color and they each mouth the words to Sofia's dialogue.
The commercial ends with a woman morphing into Sofia, who tells the audience that her line is at Kmart, "So go!"
The ad, created by the Peterson Milla Hooks agency in Minneapolis, shows a variety of Sofia's clothing line as worn by different types of women. This portrays that any woman can "Be proud, be sexy" by wearing her line.
Source: Ad Week
I truly love this ad! I've seen it run quite a few times on Bravo and think that it's very inspiring and has a message that a lot of women can identify with. Certainly we can't deny that Sofia Vergara is a glamorous spokeswoman, promoting her clothing line. But there's a freshness to these ads that allows the average individual to connect with the product. The message of "So go!" is one that some people might consider pushy, but I think it translates nicely in this ad because there are also uplighting, positive messages sprinkled throughout the ad commercial.
ReplyDeleteI agree, this ad has diversity and speaks well with the message. The choice of clothing and models used in the ad work with the title, "Many Women". I think the diversity of the models and sets is what pulls me in. It's nice to see a change up. "So Go!" is a message, I'd like to think, is more of promoting activity and motivation than just telling you to buy clothes. Could be deeper, or not.
ReplyDeleteI thought the message of the ad was great and really important for her campaign to be successful, however the transitions from woman to woman seemed so choppy which I think cheapened the ad. If the transitions had been a lot smoother the ad would have had a stronger effect on me.
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