SYDNEY: Tommy Hilfiger has fended off similarities behind its latest advertising campaign and a locally developed creative for Mavi Jeans International.
As previously reported in Ragtrader, Sydney-based agency Bondi Advertising developed a campaign for the denim brand based around a strategy of ‘Meet the Mavis’.
The campaign first launched two seasons ago and centred on human characters with the same name and “personalities” of key denim styles. The ‘Serena’ jean is represented by a young carefree character, while the ‘Marcus’ cut is linked to a thoughtful, sensible, man.
Initially developed for Mavi Jeans Australia, the concept has since rolled out internationally under its Turkish-based parent company, which operates 4600 stores across 50 countries.
Bondi Advertising partner Steven Thomson claimed a fall/winter 2010/11 campaign for Tommy Hilfiger International, dubbed ‘Meet the Hilfigers’, mirrored this concept. The 16-character campaign kicked off with 10-page inserts in key titles such as Vogue, GQ and Vanity Fair and rolled across social media platforms such as Facebook and Twitter.
Media clippings indicate news of the campaign was first broadcast in July, while ‘Meet the Mavis’ coverage commenced from April. Thomson contacted Tommy Hilfiger International with his claims earlier this month, with the support of Mavi Jeans Australia managing director Paul Hootman.
“We were really impressed with the freshness and originality of the campaign,” Hootman said. “Bondi Advertising’s creative was initially only for the Australian company. Our Turkish parent were that impressed in the concept that it has now been rolled out globally – it may have also impressed a few others.”
It is understood Mavi Jeans International has been made aware of the ‘Meet the Hilfigers’ campaign and is concerned about potential crossovers in the Canadian and North American markets. However, Tommy Hilfiger executive vice president of global communications Avery Baker responded to Mavi’s allegations via Ragtrader.
“Your conclusion that the campaign was copied is completely false,” Baker said. “Meet the Hilfigers is based on a modern-day preppy family, which has been part of our DNA from
the beginning.”
Assia Benmedjdoub