Videos

STROBE video The film is one minute long and features lit up silhouettes leaping throughout Kuala Lumpur from building to building. The final jump lands the figure on top of a Lexus. Behind the scenes of video 

Behind the Scenes video The Amazing in Motion campaign has two previous videos, SWARM and Steps. These two also embody the balance between art, technology and movement. Embodying values Brands sometimes cannot solely market their products. Instead, by focusing on a theme or value of the brand, advertising can be just as effective as a product endorsement ad. For instance, Jaguar Land Rover was inviting fans to follow global brand ambassador Ben Saunders as he embarked on an 1,800-mile, four-month expedition from the coast of Antarctica to the South Pole on foot. “The Scott Expedition,” if successful, would have been the world’s longest unsupported polar journey in history and aligned with Land Rover’s projected image of rugged trailblazing. Investments in ambassadors can yield high returns when they engage in enterprises that reinforce core brand values (see story). While automotive commercials tend to be singular in their push for sales, commissioned short films generally step away from self-promotion and celebrate broader areas of life. Consumer relationships begin with the vehicle, but brand loyalty often arises from the values a brand embodies outside of commerce. Film happens to be an effective tool for broadcasting these values, and luxury automakers regularly commission videos where they play a minor role (see story). Showcasing a brand’s values can depict more than a product. Lexus is demonstrating its commitment to art, technology and motion with the Amazing in Motion campaign. These qualities are found in Lexus vehicles, but the videos show a unique take on the features of the brand. "The art installation is amusing and a bit disorienting," said Chris Ramey,president of Affluent Insights, Miami, FL. "The beat is consistent with the goal of every luxury marketer; drive home the message," he said. "Art and art installations will increasing become a pillar for advertising luxury brands as commercialism is increasingly considered crass. "Blurring the line between luxury brands and art is a primary trend in luxury marketing." Mr. Ramey is not affiliated with Lexus but agreed to comment as an industry expert. Final Take Nancy Buckley, editorial assistant on Luxury Daily, New York 

Mulberry Autumn Winter 2014 video The campaign images provide stills of the video. The brochure gives stills of the Tessie collection video, which is a short glimpse at the different bags in the collection laying among grass and rocks. Mulberry's main collection is the entire line of the autumn/winter 2014 line and shows an array of reinterpretations of English designs. Resurfacing roots Returning to a brand’s roots can recreate the bond between product and consumer while reconnecting the brand to its origins. For instance, French fashion house Chanel showcased its brand history through the latest edition in its social video series that takes consumers through the history of the founder’s life. The fifth video of the series explored Chanel’s founder Gabrielle “Coco” Chanel’s early life, influences and motivations. Exploring the early life and influences of a brand’s founder via social content can personalize a brand while engaging consumers (see story). Also, French jeweler Boucheron targeted brand enthusiasts by releasing a high-end jewelry collection featuring eight pieces representative of the brand’s longstanding history. Each piece of Boucheron’s Hôtel de la Lumière high-jewelry collection was an updated recreation of a historic piece found in Boucheron’s archives. Boucheron was likely to reach its brand enthusiasts by basing this campaign on its history (see story). Staying true to a brand’s roots is important in luxury products. By choosing to create a collection and campaign that highlights the foundation of a brand, a brand may reconnect with previous consumers and gain new ones by establishing a bond with the origins. "The British countryside adds an air of simplistic values that brings in a 'back to basics' aesthetic," Ms. Smith said. "[Also,] the countryside allows any shopper regardless of the locale to see the range of where Mulberry can be worn, from getting ready for the office, brunches/lunches with friends to as simple as a getaway in the country," she said. Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York