A little piece of art made publicity for the Missoni House by Marco Maccapani.Inspired in Pedro´s Almodovar cinematic world ,muses and pop up kids books plus the sexy intonation that the music creates will make of this 2012 Spring Summer campaign a Goal for the clothing house.
Modern days marketing sell us the idea that beauty is the equivalent of being young and fiting a specific canon that resembles most of the time the Teuton look. I strongly don’t believe this. I think physical beauty can be find in people all ages, races and in particularities of individuals. After all, we all are genetically 99.9% alike, we share the same human genome.
I firmly believe that marketing and publicity should re- formulate this ideas in order to engage with their audience instead of just producing a distortion of reality.For example many brands that are targeted to people in their 50´s-70´s show models of people in their 20´s in their adds and maximum pushing their 30´s. I know by first hand that people don´t feel related to that publicity, au contraire they feel insulted. My mother who is 57 always complains about this and says that if people her age aren’t supposed to buy things or where is the publicity for the woman of her age. She says that she would like to watch models her own age advertising the things that are directed to her and not from a lady that is 1/4 her age.
Carmen Dell’Orefice dedicated all her life to modeling and right now she is the oldest woman in the world who is modeling with luxury brands,photoshoots,big commercial campaigns crossing different media and the runway, in three words proper high fashion. This is an example since it is a rarity and i really hope that one day this would be the normal reality we live in.
The next commercial by El Palacio de Hierro a departmental store from Mexico portraits my whole idea with this beautiful short filmed in Paris and started by the incredible Carmen.