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Target Displays Sudden E-Motion
By: Briskman Stanfield
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Fashion is exciting! There’s no better (free) therapy than to window shop online. However, if perusing leads to that “WHOA, hold onto the bar” feeling, don’t blame it on overstaying happy hour.

Your brain is also not on drugs, although it could be high on shopping. Most likely it’s the “gotcha” surprise resulting from the latest technology in unexpected motion. Like it or not, it is popping up in many online print ads, without heeded warning. 
 
While some brains may not react kindly to the element of “am I losing it or did that model just go jiggy on me?” one site deserves a “take notice.” Perfectly timed as Fashion Week lingers fresh in the mind’s cloud is the upcoming Target partnership with Altuzarra (How to pronounce? Check out Fashion Phonetics).
 
With a September 14 arrival, this limited-edition collection is presented in a 24-outfit preview lookbook, but with a new-fangled twist. Each page comes alive with delayed model movement, three seconds after capturing the shopper’s attention.
 
Feelings of getting punked may cross the mind’s eye but it really is a cool, entertaining presentation. Having realized there is no such thing as online shopping overdose, and that a refreshing page has been turned in advertising, a fashionista/reader may choose to…second that e-motion.
 
FYI, Joseph Altuzarra’s ready-to-wear brand was launched in 2008. His concept is that “fashion can be transformative, changing not just the way you look, but also the way you feel,” which in this case can verge on the side of freaked out or dizzy.
 
And, in this day and age, don’t be surprised if, after a few “complainer” shoutouts (this writer excluded), future e-motion ads come blackboxed with warning: shopping online can be dangerous to your health (and wealth, but we knew that!).


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About the Author

Briskman Stanfield is a freelance copywriter and all-around, behind-the-scenes team player.

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