“How does one sell wearable technology?” is a question the ad industry will have to answer at some point in the very near future as Google Glass makes the awkward transition from a virtual “punch me” sign to what those in the field call “a conversation piece.”
Not all wearables are as in-your-face (literally) as Glass, though. Some are more strategically located.
This spot–released today for Dutch tech client TomTom with creative by DDB and Tribal Worldwide, Amsterdam–just provided us with two prominent answers to the above question…and got itself banned in the process.
We can see why, though nothing in this spot says “Dutch manufacturer of automotive navigation systems, including both stand-alone units and software for personal digital assistants and mobile telephones” to us…
We’re told that the campaign, starring a model (Alexandria Morgan) whose name we’d never encountered before today, aims to offer “a tongue-in-cheek take on the usual slow motion videos featuring women, often found on the internet” while highlighting the benefits of the company’s new workout-friendly smartwatch, complete with “a built-in heart rate monitor that eliminates the need for an awkward, sometimes uncomfortable chest strap.”
So…success?
Credits if/when we receive them.