THE BALLY SPRING 2017 CAMPAIGN PROVES THAT THE TIMES HAVE CHANGED BUT THE BRAND NEVER MISSED A BEAT


BY OBI ANYANWU

1979 was a year of firsts and new beginnings. Early in the year, then President Jimmy Carter proposed that the birth of Dr. Martin Luther King Jr. should be a holiday. Pope John Paul II embarked on his first international trip in 1979, Mother Teresa won the Nobel Peace Prize, Wayne Gretzky scored his first NHL goal, Apocalypse Now hit theaters in the summer, and the first Susan B. Anthony coin was issued. The year also saw Bally’s first advertising slogan, “Bally is Super”.

The Swiss luxury brand went nostalgic for its Spring/Summer 2017 campaign, paying homage to early 1980s pop culture around the time of when it launched its first slogan. Franck Durand art directed the campaign video that stars Irina Shayk and references MTV, Pop Art and Interview Magazine during Andy Warhol’s tenure.

Models Kit Butler and David Trulik join Shayk in studio for a photo shoot that could double as a music video set. The video, which jumps between VHS quality recording and high definition resolution, utilizes retro special effects and transitions while showcasing footwear, accessories and ready-to-wear.

Nostalgia is a very effective way to evoke fondness, and Bally does not use it in a meaningless or gratuitous way. The brand has fun with the vintage technology and presentation without overshadowing its collection, and the Spring/Summer 2017 collection fits perfectly in both visual resolutions proving the brand’s timelessness.

Bally has not missed a beat since it launched its first slogan, and the proof is in this campaign.

 

Agency | Atelier Franck Durand 
Creative Director | Franck Durand 
Photographer | Gregory Harris 
Models | Irina Shayk, Kit Bulter, & David Trulik 
Stylist | Jonathan Kaye 
Casting Director | Barbara Nicoli 
Hair | James Rowe 
Makeup | Lauren Parsons 
Manicurist | Jenny Longworth 
Set Designer | Andrea Cellerino