Stuart Weitzman launches their first TV spot with Gisele
By Kenneth Richard | The Impressionist
Stuart Weitzamn makes their move to TV this week with the launch of their first television commercial starring the face of the brand, Gisele Bündchen, during this year’s MTV Video Music Awards on August 30th.
The spot feels tailor made for the awards as it is essentially a music video in and of itself, featuring Gisele and a group of dancers performing a routine to DJ Solidisco’s “Make That Move.” The spot is another step to align the house with dance and music, a wide open lane which the accessory label has capitalized on of late. Stuart Weitzman has been creating custom tour shoes for some of the music industry’s biggest stars, including Beyoncé and Taylor Swift. And in true 360 synergy, the song from the spot will be available to download exclusively on the Stuart Weitzman website.
Gisele’s mile high legs are perfectly suited for choreographer Marty Kudelka as well as prolific Gisele lensman, Mario Testino, who carried over the black-and-white element of print into the TV spot. The commercial is a 30-second cut of the brand’s social music video “Make That Move,” which will launch on the house’s website. Yet another sign of labels as storytellers, entertainers and content producers.
One of the more central ingredients of the campaign is the social component of “#inourshoes.” Far too often the naming of a hashtag is an afterthought in marketing, while here it feels as though it is an element to build off of rather than to serve.
We established the proprietary hashtag #inourshoes to be intrinsic to the Stuart Weitzman brand DNA. It has become a storytelling arc and global platform for all initiatives and brand touch points. The unifying thread is inclusive, as it is celebrates the smart and irreverent women who wear our shoes.
Platforms and arc(he)s are indicative of the house that has wisely gone on to play the role of storyteller. Indeed, Stuart Weitzman knows how to “Make That Move.”
Director | Mario Testino
Model | Gisele Bündchen
Choreographer | Marty Kudelka
Music | “Make That Move” by DJ Solidisco with vocals by Maluca Mala