Creative > Ad of the Day

Ad of the Day

Daffy's "Dance"

Brand: Daffy's Apparel Stores
Agency: Johannes Leonardo
Review Date: October 30, 2009

I guess you just had to be there. Daffy's weeklong live in-theater ad ends today and from what the video shows, it seems audiences enjoyed the experience of watching live dancers spin around on stage in concert with the ad running onscreen. Or maybe they were just clapping because the spectacle was over and they were finally going to get to see the movie they paid to see. The ad gives the impression that Daffy's is a fun, color-coordinated orderly place to shop, and it may very well be, but impressions from past experiences prevail. Every visit felt like a discount shopping experience, nothing like the bright, orderly, modern environment the ad depicts. While there is a certain level of excitement you feel when you think you've just gotten an unbelievable bargain, even with the added theatrics, a three-minute demo of nothing but people dancing while trying on clothes, whether on screen or live, doesn't do all that much to convince Daffy's is the place to go for designer clothes for less. --Eleftheria Parpis

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Overall rating:
(2.55 ) Good

11 Comments
  • 1. Simon comments:
    November 05, 2009

    What an unfortunate example of money being wasted in a time when every marketing dollar must be maximized. This is all sizzle and no steak. Nobody will ever remember this once it disappears from highly ranking on this website.


  • 2. Amber comments:
    November 04, 2009

    Seriously? Have you ever shopped at Daffy's? If this is a good ad, it's a good ad for another store. Wake TF up, people.


  • 3. Atown comments:
    November 04, 2009

    Because its a movie theater this worked for 3.27min, but the thing is, i was totally bored by 1:30. i really liked the idea though and was nice to see something different


  • 4. Ben comments:
    November 04, 2009

    What is Daffy's?


  • 5. Ben comments:
    November 04, 2009

    What is Daffy's?


  • 6. The Pete's comments:
    November 04, 2009

    Both Pete's are right. This is ispired. In a time of safe boring crap things like this need more attention. The client needs a BIG pat on the back for going with this. How many safe boring clients are you all working with out there today? We need to hold up clients who take chances and let their creative people be creative!!!!


  • 7. Peter comments:
    November 03, 2009

    It's easy to criticize it. It seems more Old Navy than Daffy's, how many people are they actually reaching for all the effort and presumed expense, etc. But you know what? It's inspired. They tried something. We're in the middle of a recession, getting pounded every day by boring "value" messages. This conveys value too, but it's fun. If I were sitting in the theatre stuffing my face with popcorn and waiting for the show, I would've watched every minute and felt good at the end. Certainly better than when watching "The Twenty." It makes me feel good about Daffy's. They tried something different.


  • 8. fishhead comments:
    November 02, 2009

    Really? a stunt in one cinema. So apart from the 100 people in attendance and people in the trade press pretending this is interesting, what is the point? Interactive cinema ads have been done before and done better. BA this many years ago and did it in hundreds of cinemas.


  • 9. intern comments:
    November 02, 2009

    I agree with both sides here. I like the idea and execution, but unless Daffy's has remodeled and re-stocked all of their stores; this execution is way off brand. It's one thing for a brand to be aspirational. It's another to be a poser.


  • 10. pete comments:
    October 31, 2009

    this is great what a laugh and what an execution. very well done.


  • 11. person comments:
    October 31, 2009

    that was great. nice work Jan and whatever your partners name is. sometimes i think eleftheria over thinks things and is a malaka.


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