Sometimes I enjoy watching ads and trying to back out the brand strategy. While watching the viral video from clothing retailer Wren, entitled “First Kiss,” the desire to figure out the strategy never popped up. The idea was too wonderful, too perplexing; getting total strangers to kiss on video camera for the first time. Shot in black and white pretty much from the waste up, the video showed the discomfort and comfort of this most intimate act.
Watching the video you spend most of your time looking for visual cues as to the couple’s affinity, e.g., their looks, nerves, sexual attraction, etc. Then you start to asking yourself about the act of kissing itself? Is it an act of love? A greeting? Something strangers should share? Is it alive? Meaning, can it begin one way and end another? You debate the culture of kissing. Fascinating.
And after all of these thoughts, only then do you really notice the clothes…and the style. And stylish many of these people are. (The stylist for the shoot was wonderful.)
Maybe the next day you think about the brand strategy — when you’re back to work.
My take on the the selling idea? It shows how one can make the uncomfortable comfortable. Through intimacy. Through trust. The idea felt like a game of dare…a game of spin the bottle. Wear clothes you like but also clothes that make you feel a little uncomfortable. And to me that’s the brand idea. Wren…if it feels good.