The opening of the ad for the 2018 H&M Collection displays a fairly mundane scene, with actress Elizabeth Olsen tediously dancing with a man. Quickly the mood shifts and the scene transforms into a vibrant dance with a group of women wearing stylish clothes. This advert has been well received and recently named ‘Ad of the Day’ by The Drum. But what are the features that make it such a success?
Women empowerment
The pivotal moment of the ad is the change in pace and the use of upbeat music which is brought on by a woman taking over the dance from the man. Through this display of a woman taking control and women coming together, builds an image of community and friendship. The advert portrays H&M as a source of positivity and encouraging women empowerment. It presents H&M as a company striving for diversity.
A famous face
At the end another famous face, Winona Ryder is revealed. H&M may have cleverly used her presence because it means the ad can resonate with those born in the 80’s thus appealing to an older generation acting as a reminder that H&M is still for them. However, Winona is equally respected within the young of today because of her empowering role as a single mother in the hit Netflix series, Stranger Things. This all makes the ad personal to viewers.
Presenting the product and brand in a good light
The change in mood from run of the mill to fun and uplifting captures the audience’s attention. The use of fast-paced, contemporary music bursting through our speakers, while multiple dancers dressed in brightly coloured clothes from the H&M collection bring life to the streets of Argentina really sells an energised, on-trend brand.
Keep a watch on our blog for reviews on the latest ads.