TAKING THE EURO-YOUTH FOR A RIDE
PETER YORK ON ADS NO 70: YOUNG C&A
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.
Arts & Ents blogs
- 1 Miley Cyrus' homeless MTV VMAs date, Jesse Helt, is wanted by the police
- 2 Arizona shooting: Gun instructor accidentally killed by nine-year-old girl with Uzi
- 3 Paul Scholes: Manchester City were so good against Liverpool I felt like turning the television off
- 4 Notting Hill Carnival: Woman shares selfie after being ‘punched in face for telling man to stop groping her’
- 5 Pamela Anderson rejects ice bucket challenge because of ALS experiments on animals: 'Mice had holes drilled into their skulls'
Great British Bake Off, episode 4, review: Heat gets turned up as Iain goes into meltdown
Doctor Who kiss sparks Ofcom complaints over 'weird lesbian-lizard perv trip'
Nicki Minaj suffers wardrobe malfunction during MTV VMAs performance with Ariana Grande and Jessie J
Emmys 2014: Benedict Cumberbatch, Martin Freeman and Steven Moffat win big awards for Sherlock
Homer Simpson takes the ALS ice bucket challenge because of course he does
Exclusive: We share blame for creating 'jihad generation', says Muslim strategist
Robin Williams Emmys tribute led by Billy Crystal criticised for including 'racist' joke about Muslim woman
The Rotherham child abuse scandal is a tale of apologists, misogyny and double standards
Scottish independence TV debate: Pumped-up Alex Salmond bounces back in bruising second round against Alistair Darling
Do you realise just how foolish the UK looks?
Arizona shooting: Gun instructor accidentally killed by nine-year-old girl with Uzi
- < Previous
- Next >