by Kenneth Richard | The Impressionist
With less than a week to the most watched televised event in the U.S., Victoria’s Secret released their “OFFICIAL Commercial from Superbowl XLIX” and the Impression can’t help but think we may be watching a trick play. For those not familiar, an American football ‘trick play’ uses misdirection to fool the opposing team in hopes of gaining yards or a touchdown which could possibly be what Victoria’s Secret is doing here as the spot is a montage of previous VS commercials.
The 30 second piece promoting Valentine’s Day features Victoria’s Secret Angels Candice Swanepoel, Lily Aldridge, Karlie Kloss, Behati Prinsloo, Alessandra Ambrosio and Adriana Lima individually cut from previous commercial spots and pulled together here while Brenda Lee croons her famous “I’m In the Mood for Love.” Intermittent with copy the spot reads “In every corner of the world . . .From Stockholm to Singapore . . . Everyone knows . . . There is magic . . . In this bag . . . Let the real games begin” and concludes playful with Adriana Lima and a Victoria’s Secret shopping bag.
The spot plays like a “best of” Victoria’s Secret commercial and feels like a ‘quarterback sneak’ where the opposing team knows the quarterback is going to be direct and push through the defense to score. The spot isn’t in synch with the dynamic teaser announcement of VS’s participation in the Superbowl with the Angels “Don’t Drop The Ball” web video and stills. In this piece the Angels took the field donning football jerseys, equipment and helmets to go full contact. It is this dichotomy that makes us wonder if Victoria’s Secret has something up their sleeve and is actually shuffle stepping in one direction while secretly planning to run another. And if so, in this internet age where everyone knows too much, how cool would it be if VS actually made a trick play with all of us thinking they are running one way and then they surprise us with another. Be it a quarterback sneak or trick play we will all have to watch the spot after the 2-minute warning in the 4th quarter of the Super Bowl telecast on NBC., Sunday, Feb. 1st to find out what the “real games” are. Not that aspiring angels around the world don’t already know.