Wednesday, January 28, 2009
Truth, Lies and Advertising
The Australian blogosphere was briefly alight with talk about 'Heidi', the girl who, supposedly had met a man in a cafe. Nothing so strange in that. But in a twist on the on the Cinderella story the mystery man left his jacket behind.
Naturally Heidi took the garment home and enlisted a friend's help to create the video above as a message to the mystery man to come claim his coat (and, undercurrent, his girl).
All a hoax by the Australian fashion retailer Witchery, who were in the process of launching a men's line. The jacket co-star turned out to be the star. Heidi even took the time to lovingly describe the jacket.
I'm in two minds about faking it. On one hand it is harmless and trivial. On the other the extent to which the ruse was carried on after it had been outed as a scam seems silly.
Can brands be built on a hoax? Well - Coca-cola have been doing it for years turning caramelised sugar water into a fantasy of togetherness and pleasure.