So I saw this ad recently in Amsterdam airport.
Now maybe it’s just me, but when I think of Jimmy Choo – I think of expensive women shoes, so when I think of Jimmy Choo as a male fragrance – I think of an expensive scent that smells of women’s feet.
I’m not sure this is the product expansion they went to do. Yet.
Another thing they shouldn’t have done is use the words, URBAN HERO.
No offense Jimmy Choo … but they are the least appropriate words that could ever be used in connection with your brand.
Urban?
URBAN????
You have spent years banging on about how the Jimmy Choo universe is one filled with galas and fashion shows.
Even the image shows the bloke [cut off at the ankles I note] sitting in front of some pristine, clinical ‘feature’.
Sorry, but you’re about as urban as Prince Andrew claiming he had Pizza Express in Woking.
And then there’s the word hero.
Hero?
Hero of what exactly?
Pretentious pricks?
Put them together and you get more evidence that many – but not all – who operate in the fashion world are more out of their head than any member of the Happy Mondays at their musical peak.
I hate everything about this ad.
EVERYTHING.
But then given they have made it about a man who smells of women’s feet and called him an urban hero, I don’t think I will have to worry about it being around for too long.