First there was Anna Kendrick, who got locked out of her apartment after holiday shopping. Then Zosia Mamet had a girls weekend gone awry. Now, Anna Faris is stuck on an awkward plane ride with her sister-in-law played by Rosie Perez.
In the third installment—or season, as Kate Spade New York calls it—of the #MissAdventure series, Faris finds herself in a sticky situation aboard a flight when she’s seated next to Perez coming back from a family member’s wedding in Mexico.
If Faris’ big personality seems like a very different choice for a spokeswoman compared with Kendrick’s and Mamet’s off-kilter humor, that’s the point, said Kristen Naiman, svp of brand creative at Kate Spade New York. The result is a spot meant to resonate with a broader audience and designed for platforms like Instagram and Giphy.
“This time, we were really interested in continuing to explore this celebration of the Kate Spade New York woman but also taking it from a slightly different place—we were really interested in looking at a physical kind of comedy and the ability to have universality, broadness and a bigness,” Naiman said. “[It’s] something that was ultimately extremely relatable but able to connect on a way that is visual as much as it is verbal.”
She added: “We love the big physicality and overt comedy that [Anna] brings to it. Her acting is rooted in a real overt way that we communicate as opposed to something [based in] more dialogue.”
Similar to previous seasons, Faris will star in a handful of upcoming films that fit into a larger narrative aimed at making the brand relatable to women but with a few new twists. For example, it’s not immediately evident that Faris and Perez are sisters-in-law, which involved creating a backstory.
“We took some more fictional liberty than we had prior,” Naiman explained. “I think there was a real meta intersection between the women playing the Kate Spade New York woman and the stories we were telling about them. Here we wanted to continue to create that meta intersection but do so through some liberties that highlighted their uniqueness, individuality and spirit through their potential contrast that they have.”
Faris’ expressive style will also be used to tease the spot through Kate Spade New York’s Instagram, Facebook, Twitter and Tumblr accounts. The brand is using Instagram Stories and Giphy for the first time to promote #MissAdventure.
Aside from Faris and Perez, comic John Early plays a flight attendant who is less than thrilled with Faris’ behavior, which also makes for potentially good social media fodder.
“The screwball, comedic moments that are rooted in physical [comedy] were designed to be turned into new, different and interesting assets like memes that we have coming out in association with this film,” Naiman said.
Mary Beech, Kate Spade New York’s CMO, added that social media distribution played a bigger role in creating the campaign than it has in the past.
“In the past, we’ve cut down Miss Adventure into smaller pieces that have then led into a distribution strategy,” she said. “This time, we took a look at how our customer was consuming #MissAdventure, and she’s definitely loving shorter, bite-size pieces of content that could be distributed in a variety of places where she’s spending her time. When our customer is on YouTube, they’re expecting to see longer-form content. When they’re on Instagram, Instagram Stories, Tumblr, Twitter and Facebook, they’re expecting to see even shorter [pieces of content] than we were doing before.”
A watermarked logo appears in the right corner of the new spot—the logo is part of a bigger initiative within Kate Spade New York to create a division called Kate Spade Entertainment out of the brand’s creative department.
“This overall series that we’ve done is at 171 million views, and we’re creating more content each day,” Beech said. “We knew that we needed a home to hold all this content.”