Mango – Kate Moss and Terry Richardson Campaign

 

Mango – Kate Moss and Terry Richardson Campaign

International Spanish brand Mango launched a television campaign in May; starring local Croydon bred supermodel Kate Moss. The video was taken in Paris after the AW11 Mango catwalk show, and is arguably reliant on the fame of Kate herself, although photographer to the stars Terry Richardson is also featured, and appears in more ways than one! (See article with Terry Richardson Explicit: Lady Gaga to Release Provocative Book)

The short film named ‘The Great Escape’ can be read into artistically, and may suggest that no matter where Moss goes, a photographer is hot on her case and therefore she finds it a ‘Great Escape’ to get away from them. Another hidden message within the video may be that the masks with Terry’s face on are there to represent the paparazzi and media who follow her in everyday life.

 You can view the video via this link

 This is the first time we see the two industry professionals collaborating with Mango for a campaign, and due to its success, a new video of Moss and Richardson is to be televised in the UK, France, Germany, Russia, Spain and Turkey some time in September. The new film will be promoting the AW11 collection by Mango.

Mango has developed a strong relationship with Kate and Terry in the hope of reaffirming their commitment towards continual investment in the Mango image. This new communication strategy is accompanied by a major investment in the online medium to extend the coverage of the campaign (Youtube).

Mango hopes to use Kate Moss’ media representation to portray a suitable image that is reflected in the brand, they describe this image as being fashionable, stylish and feminine. Look out for the advertisement on your television set!

 Click here for behind the scenes footage of the soon to be released Mango TV AD

By Jennie May Thompson

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