Karen Toms

Advertising love: Gucci and Visit Scotland


This month, I’ve decided to feature two very different adverts that have caught my attention. The first, is a new campaign by Gucci featuring Charlotte Casiraghi and the second, VisitScotland’s Year of Creative Scotland campaign which has done what a good advert should do and stuck in my head.

Gucci’s “Forever Now” Campaign
The decision of Gucci to use Princess Caroline of Monaco’s daughter and Grace Kelly’s granddaughter, Charlotte Casiraghi, as their latest star model is genius.

The advertising campaign series was conceived by Gucci’s Creative Director Frida Giannini in collaboration with Charlotte herself. Their partnership will spread over the next two years, with Charlotte being captured by four leading fashion and portrait photographers in a series of sittings celebrating Gucci’s renowned icons.

In the first set of portraits by the photographer Peter Lindbergh tells the story of Gucci’s signature green and red stripe. Shot against the backdrop of a stable, the pictures evokes founder Guccio Gucci’s fascination with the art of riding. In the 1950s, Gucci first applied the red and green colours from a saddle strap to the trim and detailing of luggage and travel trunks, since then the two colour stripe has become a trademark of the House of Gucci.

This isn’t Charlotte’s first involvement with the brand as Gucci has previously created the uniforms for her equestrian team

Visit Scotland’s Year of Creative Scotland Campaign
The second advertising campaign which has caught my imagination this month is the TV advertising campaign by VisitScotland to promote Year of Creative Scotland 2012.

The campaign aims to celebrate Scotland’s creative assets and contribution to the world and showcase the range and breadth of their cultural output each year.

I’m a big fan of Scotland so I don’t need a lot of tempting to visit the country or appreciate its assets but there something very engaging about this advert. They’ve managed to capture the charm of Scotland and the breadth of the nation’s cultural events succinctly and in doing so have, for me, managed to produce something of a John Lewis Christmas ad-esque advert that stays with you. Job done!

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Posted in: Advertising love, Case stories.

Advertising love: Gucci and Visit Scotland

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