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ADVERTISING | MARKETING
Welcome to H&M Move featuring Jane Fonda and JaQuel Knight
H&M
On the positive, this sounds great and looks great. The clothes are presented in a unique fashion showcasing H&M’s style across the fitness range. But it barely features Jane Fonda, so why bother signing a marquee name?
I get it. Fonda is old. She can barely move, so H&M are going for kitsch and attempting to tap into what? The octogenarian market? Does anyone under twenty even know who she is or what she did for the fitness industry? It probably explains why most of her moves failed to make it past the editing suite.
“You don’t often get a chance to build a brand from scratch and put it out into the world. But this is more than just the creation of a new brand, it’s a cultural shift in how we define movement and its accessibility globally,” says Danni Mohammed, founder at GentleForces, the agency behind the campaign. Source Creative Review
I suppose Knight has better recognition…now there’s a star!
