TAKING THE EURO-YOUTH FOR A RIDE
PETER YORK ON ADS NO 70: YOUNG C&A
THE giant Dutch multi-national clothing retailer C&A is famous for many things - modestly priced garments, the epic Man at C&A promotion, its intense commercial secrecy - but not for leading-edge fashion or arty- farty marketing communications.
The new C&A Young Collection ad on MTV takes the company into the world of the art-fashion ad, however. This is a breed directed by men who appear to have started life as fashion photographers on youth magazines in the 1970s, when mini-narratives set in exotic places were all the go. As they progress into ads they take that combination of high concept, slight content and chic, fashion-editorish ethnic images with them.
The story here concerns a runaway steam train careering through what looks like China, with a most picturesque raggle-taggle crew and passengers - all multi-ethnic models wearing multi-ethnic, multi-layered clothes of the kind not usually made of 100 per cent polyester. All sorts of lovely art-directed things happen along the way. Chinese girls of the new-model kind pose, looking significant. The train steams across great deserts in silhouette with its happy band of international youth on top, breaks through a bricked-up tunnel - the key metaphor here- and then races on to a huge bridge against a lovely red sky. More woolly hats and layers appear at each crucial point.
I think it's all about opening up China as a safe land for Edina and Patsy. It looks rather old-fashioned and heavy-handed to me - and almost certainly wrong for the UK. But MTV is primarily targeted at Euro-youth, which is rather more susceptible to this sort of latter-day idealistic backpacker theme - look at the way Dutch and German middle-class teenage tourists dress. They're not like us, you know. Peter York
8 Video supplied by Tellex Commercials.
Subscribe to Independent Premium to bookmark this article
Want to bookmark your favourite articles and stories to read or reference later? Start your Independent Premium subscription today.
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies