Victoria's Secret Commercial
This is now on-line at VictoriasSecret.Com. Nice 30 second clip with overtones of Angels In America. A downloadable version is also available from the TV Talkin' Downloads Page.
'We asked him to be in the commercials and he said yes, he would gladly go off to Venice with the supermodels'.
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Dylan ad for underwear generates lingering buzz
By Theresa Howard, USA TODAYIt was just one little ad for Victoria's Secret. But Bob Dylan's first appearance in a commercial sparked more outcry worldwide than Janet Jackson's Super Bowl "reveal."
"This was probably the most talked-about commercial this year," says Ed Razek, creative director of the ad and chief marketing officer for Victoria's Secret. "There was worldwide press around it."
A Google search got 7,760 hits for "Bob Dylan Victoria's Secret." And the press did have "pun" with it. A Slate headline read, "Tangled up in boobs." Another headline: "Bob Dylan: Victoria's dirtiest secret yet."
One of the cleverest ran in the Pittsburgh Post-Gazette: "The undies, they are a changin'. "
"On the basis of the impact and amount of conversation the ad got, we should have put more weight behind it," Razek says of the promotion and media buy for the ad.
The ad featuring Dylan, which ran for just three weeks, was a follow-up to a Victoria's Secret ad last year that featured his song Love Sick. In that ad, oodles of models danced around a palazzo in Venice, Italy, to the song.
The new ad, again in Italy, features a different mix of the same song and Dylan himself. He seems to be struggling to resolve some undefined tension with a supermodel, who is flaunting a saucy, powder-blue, bra-and-panty set from the new Angels line — plus oversize angel wings.
"The thing with Bob is no matter how outlandish an idea, you put it in front of him, because you have no idea what he's going to do," says Alan Light, a self-proclaimed "crazy Dylan fan" and editor of rock music magazine Tracks. "There's never any way to anticipate what he's going to do."
Victoria's Secret stores are selling a custom compilation of Dylan songs.
The free-wheeling, blowin'-in-the-wind attitude has produced other Dylan surprises.
In 1999, he appeared as himself on ABC's hit sitcom Dharma & Greg in an episode called "Play Lady Play."
And at the 1965 Newport Folk Festival, Dylan committed what folk music purists considered heresy when he came onstage with an electric — not acoustic — guitar and a pick-up band and launched into a folk/rock Maggie's Farm.
So the Victoria's Secret ad shouldn't be a complete surprise. In fact — also in 1965 — 24-year-old Dylan was asked at a news conference about "selling out" as an artist. The question: "If you were going to sell out to a commercial interest, which one would you choose?" His answer: "Women's garments."
Voilà! After good results from the ad with Dylan's music, Les Wexner, CEO of Victoria's Secret parent Limited Brands, decided to ask Dylan to appear with his music in the new ad.
"(Les) was unencumbered by any of the preconceived notions a marketer would have, especially considering the fact that (Dylan) had never done a commercial before," Razek says. "But we called, and they liked the idea."
One reason Dylan accepted the gig might have been to expose his music to new audiences.
"It's a great way to get his music in front of lots and lots of people when it's not an easy thing to do," says rock critic Light, who has seen Dylan perform 56 times. "For so many musicians, there are so few ways to get your music out there."
In addition to the exposure for Dylan's songs in the ad, Victoria's Secret is selling in stores a $10 custom CD compilation of Dylan's "most seductive songs," including a special mix of Love Sick.
In the ad to launch the latest Angels goods, Dylan croons, "I'm sick of love. I wish I never met you," as the model looks at him teasingly to try to convince him otherwise.
"We put a number of tracks against the commercial, and nothing worked except Dylan," Razek says. "In very few words, he manages to sum up every relationship."
Consumers polled by Ad Track, USA TODAY's weekly survey, seemed to get the message. Of those familiar with the ads, 21% like the ads "a lot" — right on target with the Ad Track average. About 18% dislike the ad, vs. the 13% average, but that might be more about skimpy lingerie than Dylan.
"He's an icon and gets noticed," Razek says. "And we get noticed."
He admits, however, that getting noticed is not difficult, considering that most Victoria's Secret ads are slick and sultry, showing gorgeous women in underwear.
"It's part of the strategy, but at least it's for a lingerie company," Razek says.
"We don't sell potato chips."
Hey Great Blog,
Pantie Lingerie Picture
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