FCUK Canada
In case anyone is interested: I went into FCUK today to tell them their ad campaign SCUKS and the staff told me that a lot of people have been coming in to tell them that (the women commented that mostly women had been in.)
They gave me the email address of the advertising manager:
Daniel (a man - how surprising!)
press@fcukcanada.ca
So, fire away gRrls!
posted by dykotomy @ 6:25 PM
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DK you rock the PARTY!
A little revisit...I was watching Fashion Television tonight (you wouldn't know it by the way I dress, but I do appreciate good design! ...more so in the areas of urban design, architecture, furniture and photography, but I take it where I can get it). They did a little bit on the FCUK campaign.
It was a perfect opportunity for the FCUK folks to explain themselves. Clearly, they can't though. This shite cannot be justified.
They didn't address any of the real issues regarding this campaign (I could care less about their acronym, or the fact that two girls kissed for a second and a half.). It's not a surprise that they didn't address the real problems with this campaign, but I watched to see what they would say. I haven't seen any of the mainstream media coverage regarding this campaign, and I don't know which questions were asked of them, which clearly influenced the piece, but I thought I'd share what I saw, in case you missed it.
To be fair, I didn't want to paraphrase, and possibly misinterpret their comments, so I taped the piece, and then transcribed the quotes, and have included them below. The two representatives were:
Trevor Beattie, Creative Director, French Connection Campaign and Lorna Perrin, French Connection (no title given).
During the "interviews" (no questions from the interviewer, only responses shown), each looked quite smug, and didn't seem to be looking at the interviewer, instead looking up before each statement, or staring off into the distance.
Here's most of the piece, with summaries for the Jeannie Beker voiced-over bits, plus the direct quotes:
*****
The introduction starts off with a description of provocative fashion advertising, starting with an airline commercial from the mid-60's, which was pulled because it was too provocative.
Mentioned that the goal in a fashion advertising campaign is to boost profits and draw attention to the brand.
Mentions French Connection United Kingdom using its acronym to launch one of the most controversial and attention-grabbing campaigns in fashion, and proceeds to show many of their print ads throughout the piece.
Trevor Beattie:
"It's our intention to get the brand talked about...and, by any means necessary within the advertising roll [?]...that's what we'll do."
Then there was a voiceover about the controversial acronym, then Trevor repeats the question of a concerned parent, "How do I explain to my child that FCUK isn't a swear word?" He *tried* to explain that if children had never seen the word "fuck" spelled out, they would never see a similarity.
Then the story moved on, to explain that their latest ad campaign, a 90-second television commercial was the centre of some controversy.
Lorna Perrin:
"The fight between fashion style...sort of...carried out by 2 gorgeous girls, you know, really does work for us as a brand, and it certainly has had the reaction we expected, which is, you know, a lot of people talking about it, and you know, front page of the newspapers."
Trevor:
"The so-called lesbian kiss, you know, the 1.7 second scene in the 90-second commercial is one of the things that has been most written about. This was never intended to be some kind of lesbian commercial, neither is it... Was it intended to be controversial? We thought it would get noticed. It wasn't intended to, ummm...you know [?] the downfall of western civilization."
Lorna:
"We don't set out to offend people. We do it with a sense of humour. We've got a brand with this real wit, and a little bit of charm to it as well, and I think that's why, you know, we have created the sort of reaction we have."
Trevor:
"Fashion is provocative by its nature. Fashion shouldn't be passive, and it shouldn't be mediocre and it shouldn't be beige. You know, it's got to be noticeable. The intention of...anything, is to get noticed. Not be be controversial, but to get talked about.
*****
Well, I don't find it humourous or charming. I'll never, ever purchase that brand.
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