POLAR EXPRESS: Net-a-porter.com and Mr Porter are breaking into film with a holiday video — and their first joint ad campaign — that imagines those busy moments between click and delivery, WWD has learned.
“All For You” is a one-minute film that aims to showcase the imagination — and industry — behind both sites, with an Indiana Jones-style professor teaching men how to knot a bow tie; models in chiffon gowns flying in the air to gather an order, and butterflies morphing into silk pocket squares.
The mood is sophisticated and surreal, with order details flipping past like the old-fashioned tiles announcing airport arrivals, and wrappers spritzing tissue paper, packaging up gifts and handwriting cards.
Directed by Christopher Barrett and Luke Taylor, of the design agency Us, the campaign spans print and digital, and aims to showcase the sites’ slick, back-of-house services. The hashtag is #AllForYou, and the film will be released Nov. 3.
In the past, the award-winning Us has worked on films for Honda, Talk Talk, Johnnie Walker and Airbnb.
Heather Kaminetsky, vice president, of global marketing at Net-a-porter, told WWD the two sites were eager to work together on a campaign, and there is no better time than holiday, where men are buying for women and vice-versa.
“We really wanted to get to the customer directly,” and underscore the sites’ service proposition. “The film was a concept that both sites could speak to, and it’s our first real holiday campaign on this scale,” she said, adding there will be more collaborations between Net-a-porter and Mr Porter.
The film will appear in the U.K. on Sky TV, and in select cinemas in Germany, the U.K. and Hong Kong, and via media partners and online social networks. It will also go live on Net-a-porter’s and Mr Porter’s YouTube channels, and appear on the landing page of GiftWorld.com, on both sites.
Alison Loehnis, president of the Net-a-Porter Group, said good service isn’t just for Christmas. The campaign, she said, “highlights the year-round mission of our businesses: To deliver exceptional service and style to our customers around the globe.”