Nine West is cetainly taking the ballsy route with its new Fall 2014 campaign via Peterson Milla Hooks. It features a series of quirky shoe and bag product shots accompanied by copy that characterizes its patrons as those who'd go husband hunting, take a walk of shame or partake in "drunch."
It's a bold move that comes at a time when other marketers are jumping onto the girl power bandwagon. This campaign takes a more controversial tack, addressing a number of "roles" women play, some of which could easily be seen as prescribing to outdated notions of femininity. It addresses women having "fun," as in the "Drunch" and "Walk of Shame" executions and those playing the relationship game ("Husband Hunting"). There's another ad directed at moms, showing a woman's legs and Nine West-clad feet walking across a tissue-strewn floor as she says goodbye to her child going off to kindergarden. Yet another displays a professional woman's gams splayed on the floor -- of her office. The copy on that one? "Meeting About a Meeting."
The ads, so far, according to Jezebel, have gotten people talking. Some call them "patronizing" or even too hetero, while others found them spot on.