Swedish fast fashion brand H&M didn't go cheap for its Christmas advertising campaign. It moved away from the obvious and embraced the experiential. No tipsy petticoats or swaying cocktail dresses! Instead it geared itself up as H&M Lines, and took us - courtesy of Wes Anderson - on the train journey of a lifetime. The famed American film director took the H&M brand and accoutrement outside the box and beyond any marketer's expectations to a place of story-telling, of family-friendliness, of style and elegance that might as well showcase upmarket fashion retail and the couture brands, let me tell you! It's all about attitude and how fluid you are about positioning your brand in a highly competitive market.
|via It's Nice That|
Anderson's signature directorial approach brings together a vintage yet timeless timeline as a backdrop to the storyline: nostalgia without the wallow. The sweeping camera technique frames each scene in its exactitude before neatly sliding sideways or upwards/ downwards to the next scene, taking us for the ride without a bump, bathed in ambient pastel colours that remind the sweet-inclined of those special occasion chocolates dressed in robes of whipped mint creams and rosewater sugar paste. I call it 'Retro Candiland'! Adrien Brody is relishingly moody, like a silent movie actor, and the rest of the cast play their moody, restrained and instrospected selves. They unravel with the plot, shedding the wallflower and warming up, growing on us as likeable characters.
Wes Anderson is the ultimate crowd gatherer: the laid-back and the snooty, the young and the less so, the show-off and the parsimonious, the well-off and the lacking, will find themselves in his commercial, should they allow themselves to. Anderson's message resonates clearly too: the company you're in (i.e. the group of individuals) matters more than the presents, and no matter the journey, be sure to enjoy it rather than solely focus on the destination. Christmas goes beyond the one-sided retail relationship of giving and/ or receiving, it is about sharing and enjoying the special moment in togetherness!
Trust me that this is one Christmas commercial that will not grate or ire you. It will also write another page in the grand history of brand advertising. It commands multiple viewings and makes you itchy to reach out for your closest and dearest: 'No matter what, I'll be home to you for Christmas! But if my journey takes me off a tangent, a change of direction beyond my control, I might as well make the most out of it.' The short film celebrates the vagaries of life and the little joys to be had along the way.
Meanwhile in his methodical approach, Wes Anderson doesn't lose sight of the child within. There is a little boy in the film, who so resembles Wes as his child alter ego. The little kid has every reason to cheer up as he steps into the lounge waggon. And the marveling little kid is everyone of us. Come together and keep the magic alive!
P.S: The robins are home for Christmas... or maybe not?