View Slideshow

NEW YORK — For the first time in a decade, HSN is utilizing an agency for a major branding campaign to tout what it is selling and to prospect for customers.

Tongue-in-cheek ads created by Deutsch launch in print this week in the April issues of Vanity Fair, Glamour, Bon Appétit, House Beautiful, Self, Allure and Lucky. The print ads encompass apparel, accessories, beauty, home and kitchen products, while the digital ads to follow will feature additional categories. The campaign, designed to appeal to a younger, fashion-forward digital customer and convey HSN’s breadth of fashion, has the tag line “It’s fun here.”

This story first appeared in the March 12, 2013 issue of WWD. Subscribe Today.

One jewelry ad pokes fun at models and their sometimes dour demeanor, stating “Models Can Smile.” Another ad for footwear mocks Los Angeles and its automobile culture, saying, “Careful L.A. You may be tempted to walk somewhere.”

RELATED STORY: HSN Profits Rise >>

“We’re truly ready for this,” said Bill Brand, chief marketing and business development officer at HSN Inc. “We needed to get our house in order. Now we’ve never looked sharper,” following years of beefing up the stable of brands, improving the shopping experience and the technology behind it and, two months ago, relaunching all of HSN’s digital platforms into more engaging experiences filled with videos, games, concerts, designer interviews, improved visuals and easier navigation.

“We see this as a first step in an ongoing, long sustainable campaign and part of the re-branding of HSN,” Brand said. “This will drive awareness of HSN and bring people into the HSN experience, wherever they want it — on television, on a laptop or on a mobile device. It’s clever and fun.”