Kate Spade New York Wants People to Watch Its Ads Like TV Shows

Fashion brand brings back second season of #Missadventure

After casting Anna Kendrick in a series of spot-on ads, Kate Spade New York is launching a new set of online video spots with Zosia Mamet, Lola Kirke, Kat Dennings and Marisa Tomei that it's billing as a form of entertainment.

Today the fashion brand is rolling out the second series of its #Missadventure campaign that follows the short stories of "interesting women leading interesting lives." And fans of Kendrick's awkward humor from Season 1 will recognize Mamet from the last episode when she and Kendrick became unlikely friends.

"This time around, it is all about entertainment over an advertisement—we really want to create engaging content that people just want to watch like a TV series," Mary Beech, evp and CMO of Kate Spade & Co., told Adweek.

In the first episode, we meet three of the women (and Kendrick's dog Milos) as they look for a key to their weekend house outside. From there, plans for everything from grocery shopping to hiring a yoga instructor go awry. Later, Marisa Tomei shows up as an annoyed neighbor, with all four women eventually ending up in a giant inflatable castle at the end of the clip.

Similar to the previous campaign with Anna Kendrick, the whole story is rooted in everyday and unexpected inconveniences.

"The best adventures and experiences in the world are often triggered by something unexpected," said Kristen Naiman, Kate Spade & Co.'s svp of brand creative. "Losing your keys, fighting over a cab, having your date cancel on you, getting to a girls' weekend and having all your plans go awry—those are all universal things that go wrong. What really joins our women together is that she meets all that with an optimism and curiosity."

That said, the concept for this series has intentionally been expanded to focus on four stories versus one.

"We decided to create a story that was slightly bigger and broader and open up the world to include not just one, but an array of our interesting women leading interesting lives and to really continue on with showing the camaraderie, friendship and the sense of community we see mirrored in our community of customers," Naiman said.

To help position the series like a TV show, video promos on Vanity Fair and Hulu are rolling out today that use the same tone that networks use to launch premieres. On Friday, the brand also ran a print ad in The New York Times.

"Our launch strategy has mimicked the introduction of a new TV season, with a teasing of the season, followed by a cast introduction," Beech said.

For example, six and 15-second teaser videos introduce viewers to the cast.

Adweek responsive video player used on /video.

The first episode of the series is slightly longer than the previous season, and Beech said that Kate Spade New York is experimenting with video length.

"With each additional increment, we've seen viewing go up," Beech said. "We are very interested in the creation of that audience. We may end up going to a longer format entirely—we don't know, but what we're seeing is that there is appetite for it."

There is also a microsite with a series of shoppable, stop-motion videos that link to products featured in the video to KateSpade.com