Buy Bluefly, Be Scandalous
Wednesday, March 14, 2007 at 10:05PM Have you seen the new Bluefly.com ad? You haven't? Well, it's worth seeing my friend. It's lip-bitingly, knuckle-knawingly, cheek blushingly, toe-curlingly sexy. Let's just say it: it's a genius bit of porn delivered to you in a titillating thirty-second dose. The first time I saw it, I didn't really know what was happening (as is usual with advertisements - we don't generally pick up on the content until the third viewing, ) but then I saw it again. Wow. Rewind that ad Tivo - this one's a keeper!
The flirtation, the chemistry, the sushi, the office romance...the foregone conclusion? Wait. What? That's not how it happens is it? Just in case you haven't seen the little bit of film in question, here it is via the magic of You Tube... Ladies and Gentlemen, I bring you the long play...
I have been a fan of Bluefly since the very beginning - like, since 1999 or so? Yeah. They know me. I don't shop there all the time, but there really is no better place to find a great cocktail or formal dress for not a whole lot of money. They also have a great selection of accessories, loungewear, and jewelry. Even when I'm not shopping, it's a fun site to browse when it's lunchtime and one is dining-al-desko. So, I'm a big fan of the Bluefly.
With that said, I'm wondering what to think of this advertisment. What does it mean? I love the whole subtext of "wear Bluefly scores to the office and score yourself something else too," but then when it wraps up with the surprise overnight delivery box and the brazen last line, I don't quite know what to make of it. Should I be dialing up Bluefly for an overnight delivery before I go on my next date? Oooh...that's Friday night - gotta get on that!
When I lived in Europe ten years ago, I loved that their advertisements were just a little sexier, a little edgier, a little bit more flirtatious than what we Puritanical Americans see on the ol' telly. I love that the Euro-sex edge has finally made it to American primetime (even if it is cable primetime, it's still primetime.) However, the reason the European counterparts to this ad are so appealing is the fact that the sexual subtext is treated in light doses, with a charming bit of humor. You don't really know how it's all going to end...just the opposite with this advertisement.
Don't get me wrong, I'm sure most men would LOVE it if their one-night stand treated them with the same insousciant coolness about their morning-after wardrobe, and yet those same men would probably say the women they go out with aren't this kind of a maneater. I mean, ordering-away for a new outfit to arrive at the address of the morning after - who does that? Maybe I'm too nice of a girl to understand, but no matter how great the date may be (and who's to know if it's a first date?) this kind of pre-arranged delivery would be risky at best. Unless - oh, wow, you ARE that kind of girl? Ooooooh. I didn't realize that your demographic was such a contributor to Bluefly's success!
So, is that what Bluefly is saying - that their customer's are brazen, stylish, coquettish, maneating, sluts?
Apparently so. On Bluefly's blog, Flypaper, there is a short mention of the advert accompanied by a reader's poll asking: "What do you wear the morning after a one night stand?" (Because this is predicament is all-too familiar to Bluefly's customers.) The four options are: a) Wear the same outfit, apply extra deodorant b) Rush home and grab something, anything c) Call in sick - why risk a fashion emergency? d) Always have an outfit stashed in your cubicle. Apart from the fact that this question and it's four answer options are condescending and seedy altogether, why isn't Bluefly even mentioned? Isn't that what cross-marketing tools like this are all about? Why isn't one of the answer options something smart like: "Have my new outfit from Bluefly waiting for me when I arrive at the office early..."? After all, this is what Bluefly's ad heroine chose to do, why not the customer?
Most of us would agree that one night stands aren't nearly as classy and deliriously fulfilling as the ad would make you believe, so it's interesting that Bluefly is taking this advertising tack. While it's customer demographic is no doubt a savvy, single, assertive, urban-dweller, does Bluefly really think that she's the kind who stays over on the first date? Mind, they don't even call it a "first date" they call it "a one night stand" or, if going by the official title of the ad spot "The Catch." And let's face it, you couldn't possibly mistake what's going on in the storyline. Overall, I find the spot entertaining and darn good TV, but I am still confused by its communication. I love Bluefly, but do I love it slutty? Not so sure...
I would love to hear what you guys think...I'm all mixed up!
Reader Comments (3)
This woman has skank written all over her, so if Blue Fly is going for lifestyle marketing, they've hit the nail on the head. Believe it or not, we all have an inner-skank in us, and while we may not like to believe we'd be as rude and nasty as the woman in this ad, there's an aspirational (or "gasp"-erational) element to it. Blue Fly = You are so incredibly hot, irresistable, and in control of your destiny, you're capable of overcoming social norms, manners and culturally entrenched gender roles. But, I think the #1, most unrealistic part of the ad is that the guy is a total homo. #2 factor: sushi is not bringing back sexy, that was so 1999. #3: who wears garters to work?