Dress Hunting Cuts to the Chase in Gilt.com’s Colorful New Ads

Berlin Cameron mixes fantasy with sales pitch

Berlin Cameron United's new work for Gilt.com is colorful, musical and stylish, but also grounded in a sales pitch.

The ads for the online hub for clothes, shoes and accessories unfold with a catch-me-if-you-can chase on a city street, such as when one woman takes a shine to another's bright yellow dress. The music is the power-pop song "Suit" from Boom! Bap! Pow!, which has been used in ads before, though less effectively. Super slow-motion filming adds style and ensures you get a good look at the clothes.

The yellow dress chase ends with the pursuer finding the item on a smartphone app and then clicking to buy it. Therin lies the sales pitch. To illustrate the immediacy of mobile shopping, the clothes instantly shift from one woman's body to the other, leaving the prey in her underwear. Nothing wrong with mixing some flight of fancy with reality, is there?

The ads go up on YouTube today and will spread to TV on Monday.

CREDITS

Client: Gilt.com

Chief Marketing Officer: Elizabeth Francis

Agency: Berlin Cameron United

Executive Creative Director: Roald Van Wyk

Creative Director, Copywriter: Kim Devall

Executive Producer: Jennifer Glendining

Account Director: Wynter O-Blanquet

Production Company: Good Egg

Director: Christopher Sweeney

Executive Producer: Julia Reed

Producer: Dawn Rose

Director of Photography: Robert Witt

Foreign Production Company: El Camino Films

Executive Producer: Nicolas Aznarez

Editing: Final Cut

Editor: J.D. Smyth

Executive Producer: Lauren Bleiweiss

Producer: Beth Fitzpatrick

Finishing: Significant Others

Visual Effects Artist: Cecil Hooker

Audio Engineer: T. Terressa Tate

Color: Color Collective