Review of Ralph Lauren ‘Family Is Who You Love’ Holiday 2020 Ad Campaign
Ralph Lauren unveils a punctiliously tender new campaign for Holiday 2020. Aptly titled “Family Is Who You Love,” the campaign celebrates the togetherness and love that exists between families in all their incarnations.
The campaign features a large and diverse cast of families both biological and chosen. Notable extended families include Work to Ride, a nonprofit based in Philadelphia which gives people of all backgrounds an opportunity to learn and play the sport of polo, and La Marche Bleu, a French dance company which explores hip-hop and contemporary dance.
Yes, the inclusivity does feel a bit forced – as if somebody had gone down a diversity checklist – and the imagery, with its meticulously arranged Christmas-card preppiness and folk-pop soundtrack, is perfectly pleasant to the point of inducing boredom. Furthermore, there is a strange tension between pushing design codes (riding pants, dinner jackets, tartan, etc.) that came into existence as status symbols and the contemporary marketing need to present your brand as being “for everybody.”
However, it does feel genuinely important that Ralph Lauren is celebrating diversity and using the motif of the horse in this connection to reclaim the image of the polo player from its euro-centric, ultra-elite origins and transform it into a symbol of communal heritage, inclusivity, and possibility. The campaign may not offer any new ideas or aesthetic intrigue, but it is an impactful statement of the brand’s values at a time when such statements are most important.
Talent | Aweng Ade-Chuol, Alexus Ade-Chuol, Regitze Christensen, Twhalee Rollins, Greg Berlanti, Robbie Rogers, Maro Itoje, Kevis Manzi, Edison Chen, Qin Shupei, Phillip Bread, Nora Attal, The Abduls, La Marche Bleue a French dance company reimagining hip-hop and contemporary dance, and Work To Ride a nonprofit community-based program in Philadelphia, Pennsylvania
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