Hey there urban/multiculturalÂ consumer! It’s the holidays, so when considering what to buy your man/bro/father (if you are a woman) or yourself (if you are a man) – think Movado watches. Why? Because they’ve got this snazzy new spot out with a hit r&b/hip-hop track that just makes us move to the beat! And because they know that we *love* to dance and flaunt our ice, this new Movado BOLD collection is just for you!
Ok, snarkiness aside, some recent house guests and I found ourselves head-nodding to this new spot created by TAG for Movado watches recently (see below) which sparked a conversation on the now normalcy of hip-hop culture in luxury advertising. While none of us were inspired to go and buy the product, it was intriguing to see a departure in this particular category of luxury goods, as most timepiece retailers tend to stay pretty “Madison Avenue” with their creative.
The creation of the track itself has a story behind it:
“Working with digital music site Yormo.com, Movado created a contest to uncover a talented musical artist with the ideal sound for Movado BOLD. Enjoy the winning selection by Sergi Q, a talented young musician from San Francisco, CA, with his original song â€˜Hot Lil Thangâ€™.”
The cross pollination of culture is the key to the evolution of any society, so while I’m not surprised at the spot I can’t helped but be amused at the disconnect that the commercial highlights. With price points starting at $300-$500 it’s clearly not a high-end offering on the scale of luxury watches, but priced for the newer/younger luxury consumer. So will Movado going “hip-hop lite” work? Thoughts ladies?
ps. Congratulations to Sergi Q!
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