Actress Zosia Mamet sure has an interesting way of making friends.
In her newest spot for Kate Spade New York, Mamet meets her nemesis-turned-cohort en route to a holiday party at the top of the Empire State Building.
While in the elevator, Mamet is joined by longtime acquaintance Miss Piggy, who is wearing the same outfit as her. The fashion faux pas escalates into a full-on squabble as the two ride in the elevator, fighting over who bought the outfit first and who has the best accessories. Even Leandra Medine from the blog Man Repeller—who makes a quick appearance while wearing the same outfit—can't break up the argument.
The two take a number of humorous jabs at each other. For example, when Mamet is astonished that Piggy picked the same outfit to wear, Piggy says, "This is a holiday party, not a costume party where you dress up like your favorite movie star."
And when Piggy attempts to explain that pigs can't cry (or sweat), Mamet has a dead-on response, "Well, we both know that's not true."
Adweek got the first look at Kate Spade New York's holiday campaign, which launches next week.
After a little more back-and-forth—and a comparison to fashion diva Liz Taylor—Mamet and Piggy realize that they're not actually that different.
"I love you but you make me bananas," Mamet says.
Similar to Kate Spade New York's previous #Missadventure videos, Mamet and Piggy strike up an improvable friendship in a situation that other women can relate to.
"Our story for holiday is about the tools that we create to give our customers a unique and personalized experience," said Kristen Naiman, Kate Spade New York's svp of brand creative. "When we started thinking about personalization and the place that #MissAdventure occupies, we were really thinking, 'What does it mean to have a unique sense of style and how do you express yourself through that?' We turned that on its head and created a would-be debacle out of an effort to have your own personal style."
In addition to the spot, Kate Spade New York's print campaign also features Miss Piggy and there is also an accessory line of wallets, phone cases and jewelry.
In terms of paid media, Kate Spade New York is running video ads that are shorter clips and link to the full-length version of the spot. The brand is also testing Pinterest's recently-launched video ad unit for the first time this year.
"We think the ad aligns great to the Pinterest user's mindset of inspiring, planning and doing because it connects storytelling in the film to our shoppable pins," noted Mary Beech, Kate Spade New York's CMO about the Pinterest ad buy.