Foto: Horst Diekgerdes

Otto.de’s Guidomania tvc features
German fashion label Guido Kretschmer. Foto: Horst Diekgerdes.

 

„Listen to the music”

World class music in German ad campaign

World class music in German ad campaign

Product
Agency
Director
Production
Music
Source
Mail order fashion+furniture
Heimat, Berlin
Mona El Mansouri
Soup Film
TRO music
Fabian Müller, Horizont

 

 

Guido Maria Kretschmer, the designer behind the label.

Guido Maria Kretschmer, the designer behind the label.

Who is this guy?

Guido Kretschmer, the supposed fashion designer. He had become a popular German tv celebrity with the airing of “Shopping Queen”. A German reality tv show he moderated.

Mail order Otto now features him as the spokesperson and creator of a fashion label in his name.
Viewers praise him for his matching commentaries and useful advice. Everyone loves him for being authentic. One trade publication calls it “Democratic Couture”. Kretschmer does fit the category of one in democratic couture rather well.

But a fashion and furniture designer? From the format of Bodo Sperlein?

I don’t know.

Not. I’ve got a hunch he is as much a fashion designer as the monkeys where a band, or as much as Milly Vanilly sung their own hit song.

Alas, the contrary is true.

On Wikipedia I finally learned that he is a self made designer. With ties to Mallorca. He set up shop along the shores of the Ballearen island. Kretschmer is experienced in corporate fashion. His first big assignment was to design the uniforms for Hapag Loyd’s crew members. So there. Democratic couture.

Either way I had long decided we go with how director Woody Allen put it, “whatever works”. Or say, don’t let the truth get in the way of success.

 

Otto.de ad featuring armpit hair.

Hairy pitfall.

 

The Preceding March campaign

Germany’s best creative team handles the Otto account. It makes for the impression that the agency had to first warm up to the client. And the client had to first learn to trust the agency. Along came the organic move to the more radical stuff (at top). Or the creatives at the agency thought it was fun to shock the public with hairy armpits. We live in times where beards are grown while removing body hair. I pity the later since even as a child, I found myself with an inevitable urge for this dark oily triangle. Orientation went out the window with new tendencies.

 

„Category of one”

Democratic Couture

Category of one

Product
Agency
Source
Mail order fashion+furniture
Heimat, Berlin
Ulrike App, WuV

 

 

 

 


Also published on Medium.

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