I don’t like this ad. In yet another bell toll that the branding of scenester culture is morphing it into mainstream culture comes the latest from Belvedere Vodka. Complete with greasy wannabe Vincent Gallo and the world’s least-underground underground photog Terry Richardson, the ad is chock full of hipster clichés…
Oh look – skinny jeans! Oh look – mood lighting! Oh look – are we sweaty or are we just wet? That whole vibe might still be mind-blowing if you live in Idaho, but it’s all a bit too Fiona Apple “Criminal” orgy party circa late 90s for anyone more tuned in than that.
I still like Terry Richardson, and I truly think he’s a talented enough artist that it makes me a littler nervous how close he is to becoming a clone of himself. This whole look, which he had a role in creating, was admittedly hot at the time but now is precariously perched right on the bubble of becoming a parody. Which could give it a few more months of being edgy I suppose, but for me this is already played out. I also don’t think this ad is intelligent enough to be parody – I think it’s trying real damn hard to be cool and sell some vodka. The whole “Luxury Reborn” positioning confirms that for me.
Vodka is a tough market. Like cars and clothing, spirits are irrevocably meshed with the notions of class, self-image, and looking cool. This makes it a brand gold mine but also a potential death trap. If you’re not Smirnoff or Grey Goose you’re somewhere in the great chasm between filled with the upwardly mobile who are rich/savvy enough to not want to drink Smirnoff but poor enough to not have Grey Goose and table service at their beck and call.
Even though Belvedere is a premium brand they miss the mark. This spot is too try hard and simply doesn’t fill that gap.
shape+colour 