To promote the luxury men's outfitters -- including Balenciaga, Givenchy, Hunter, Dunhill and Savoy Taylors Guild -- at British designer discount mall Bicester Village, agency Just So has created a humorous film that mocks the kind of designer-obsessed men who take themselves too seriously.
The online spot features an immaculately groomed hero who describes himself as "an architect, a sculptor, a filmmaker and more." He invites us to admire his "enormous studio" and talks about his passions: "telling stories" and "feeling paper" and his "unquenchable thirst for knowledge."
He even goes on to coin the term "Polyman" for a man who is a polymath, and glides noisily about his studio on his Segway. The ad asks, "Too much?" and suggests a trip to Bicester Village, "For style that's effortless."
Richard Ascott, managing director of Just So, said in a statement, "Luxury menswear comms have become quite generic. An aesthetic that started out as fresh has been overused and we felt it was ripe for parody. Bicester Village wanted men to understand it is not an effort to shop there and it was fantastic to be able to have some fun with this."