Spiegel Gets Sexy

Cramer-Krasselt positions Spiegel as the company for the modern, independent, sensual woman in a new print campaign.

The work, running in July and August issues of women’s magazines, highlights the multidimensional role women play in today’s society. The media buy includes Harper’s Bazaar, In-Style, Lucky, Martha Stewart Living and O, The Oprah Magazine.

The $10 million campaign, C-K’s second since winning the account last year, also introduces a new tag, “Here’s to being a woman.”

“This is tremendously different than past work, which focused more on product than customer,” said Marshall Ross, the Chicago shop’s creative director. “They are really creating an entire new look.”

The sensual ads use bold deep red, gold and green color as backdrop for models baring a lot of skin and a Spiegel product.

One print ad shows a woman’s leg and red shoe with velvet ankle wraps standing on a man’s bare foot. The copy reads “One of those rare, beautiful occasions where men get gypped.”

Another execution shows a woman leaning over a sleeping man on silk bedding. “Men get the basement. We get the rest of the house. You do the math,” reads the copy.

The facelift maybe warranted. Spiegel’s sales have been shaky in recent years. The company remains a distant third to competitors The Gap and J.C. Penney, according to Hoover’s online.

C-K won the Spiegel account following a review. Spiegel for the past couple of years was with Partners & Shevack/Wolf, New York, and prior to that handled advertising in-house.