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Rampage Parodies Black Friday Shopping in Ad Campaign

IMG Models Chrissy Teigen, Hannah Davis and Tori Praver left the recent shoot with a few the casualties, but they were all in good fun.

A scene from “Supermodels on a Rampage.”

BLACK EYES AND BOOTS: Chrissy Teigen, Hannah Davis and Tori Praver left a recent Rampage shoot with scratches, broken heels and bloody knuckles, but the casualties were all in good fun.

Shot in an undisclosed department store, the seven-hour shoot was meant to parody the knockdown, drag-out shopping that occurs on Black Friday. The IMG Models appear on the scene marching confidently into the store but exit looking considerably bedraggled. There is plenty of wrestling, hair pulling and shoving in the spot, including Teigen being dragged across the floor for not letting go of a handbag.

This story first appeared in the November 26, 2013 issue of WWD.  Subscribe Today.

Iconix Brand Group chief marketing officer Dari Marder came up with the idea after seeing frenzied Black Friday shoppers vying for boots in Palm Beach, Fla. Dubbed “Supermodels on a Rampage,” the video will kick off Rampage Black Friday promotions. The campaign will be featured on Rampage social media channels, digital platforms and print magazines, and the models will do their part via their respective social media outlets.

But the catfight was all for show. Marder said, “They were all besties until it was, ‘Game on.’” That seemed to be a fair assessment, given the amount of laughter in between takes on the blooper reel.

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