A casual welcome wave, a smile, and ‘Ciao!’ are the leads in the latest Fall 2018 ad campaign by Tod’s. The campaign, by agency Baron & Baron and its head creative Fabien Baron, is in stark contrast to coolness and atypical fashion ‘come hither glare’ of most campaigns.
Funny how the DNA of ‘friendly’ and ‘socaiable’ isn’t more prevalent in our industry. Especially in the day of inclusion and social media. Here photographer Craig McDean helps the house display its welcoming attitude via models Adrien Sahores, Anwar Hadid, Fei Fei Sun, Grace Elizabeth, and Lexi Boling. Yep, Lexi Boling can smile. We almost didn’t recognize her.
The glow doesn’t stop there as the art direction comes with golden highlights for it’s close ups to reflect the warmth of the house. ‘Ciao!’ clips the houses logo, and is handwritten like a lovely note from the brand itself. The Impression can easily imagine the series of discussions around this decision and applauds the move as it takes the stoicism out of the classical logo making the house more human and personable. All these subtleties lead to an invitation to respond. Be it a casual wave or a swipe of a card, it is nice to feel that fashion has its first intentionally welcoming brand. Ciao!