Armani Exchange is leaving no male backside covered in its Summer 2009 campaign. More important, those who what to surround themselves with these images can download them to their computers and mobile devices as screensavers, icons, wallpaper and badges.Imagine slightly more European models in Abercrombie catalogs and you have the AX campaign. Instead of just boys romping together, this time the protagonist is a woman and she’s doing her best to straddle, kiss, embrace, and get her way into two men’s pants.
AX is branding itself as sexy, playful and chic with a summer twist. It’s a land of tan chiseled men and sexually assertive women, all who wear Armani when convenient. For those who want to be part of this scene, who find these images compelling, they can download these lustful images into their lives and share them with friends. No more tearing pages from Cosmo and tacking them to the bulletin board. In this way digital technology allows advertisers to infuse their brand images beyond the pages of a magazine.
Text AX to ARMANI [276264] for image download/signup. Downloads are free. Text AX requires opt-in for up to 3 messsages p/mo. Standard rates/data charges may apply. Participating carriers only.
AX is simply branding its clothing: “This is how we think of our brand and how we want to be perceived.” Just good old sex-in-fashion-advertising. But these images also communicate messages about social and sexual norms and ideals. And with the power to surround oneself with these images, the stronger is their power to resonate with consumers.
