Holy moly these new ads of Superette’s are doing the internet rounds overtime! And I mean overtime! with an exclamation mark because they’ve just shown up on New York Magazine’s‘ blog The Cut. Huge! If you haven’t already seen them, there are two, both with dead girls in frocks, both sporting the slogan ‘BE CAUGHT DEAD IN IT’. A quick Google search shows 795 dedicated entries already. Now that’s what I call a social media success story. First of all, good on them for spending some money and getting an actual ad agency (DDB) to create a campaign for them (an advertising expert estimated the cost at between 40 and 100k depending on media buys), and nice work on the controversy.
The copy accompanying the photo on The Cut reads: “This ad is for Auckland boutique Superette. The tagline is, “Be caught dead in it.” Oh man. A pun. We are just dying to shop there now. (Except not, obviously.)” So those aren’t particularly kind words, but surely that’s irrelevant because like Oscar Wilde said, “There’s only one thing worse than being talked about and that’s not being talked about”. I much prefer the above ad to the other one, possibly because I recognise the architecture in the background – if I’m not mistaken I believe it’s the Northern Club. Where all good young girls go to die.
In other Superette-related news, the store’s second outpost is opening this week on Ponsonby Road in the old Cyco space. No doubt something exciting will happen at the party tonight.
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