THE SPEC DECK: Who Needs a Model to Sell a Shirt?

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Cuff Him!
Copywriter Jon Clifton, working with AD Keat Aun Tan, has some very shall we say unbuttoned ads for Fred Perry. "To set the client apart from the likes of Tommy Hilfiger and Ralph Lauren, we avoided the use of models, who often show lifestyles that few can identify with," explains Clifton. "We just wanted to have fun with the brand and get people to laugh. It's just a very, very nice shirt, that's all." Here's his take on the Herman Miller/Aeron ads: "With competitors such as Knoll and Steelcase on Aeron's heels, we were tasked with communicating that Aeron is a standout for comfort among ergonomical chairs. We put the chair in uncomfortable situations or environments to create a strong visual juxtaposition." He was tasked with nothing, of course, this is purely spec, but it's a good attitude. Clifton ([email protected]) works on the Xbox account at AKQA in San Francisco; Keat Aun Tan ([email protected]), who also gets the photo credits on both campaigns, is currently freelancing in Paris and London. The work, incidentally, was CD'd by Nick Cohen of Mad Dogs & Englishmen, who's a mentor to the pair. You have spec print or design you'd like to showcase in PrintCritic? Click on the link at the bottom of this e-mail for submission details.
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