NEW YORK — Junior denim and sportswear firm Dollhouse is aiming to make quite an impact with its spring ad campaign, backed by a $2.5 million budget, which is more than the company has spent previously.
The new ads, which are a continuation of the same theme of the fall ads, are intended to be a little more sophisticated than Dollhouse ads from past seasons. The ads used to feature an up-and-coming singer (such as Amerie and Christina Milian) surrounded by a sea of graphics. The new ads will appear clean, contemporary and sophisticated and will feature a young model in a nightclub, which the company said should come across as more approachable than a celebrity.
“We wanted to reflect a part of this customer’s lifestyle,” said Mindy Gale, president of Gale Group, the marketing firm that created the campaign for Dollhouse. “But at the same time, we were very responsible about it. While she is in a club, there is no alcohol around her and no smoke in the air — but you still get that feeling that she is in a club.”
Shot by London-based photographer Alan Clarke, who has done ads for Levi’s, Nike and MTV, the backdrop was Viscaya in Manhattan’s Chelsea neighborhood. The ads will appear in teen magazines including YM, Teen Vogue and Cosmogirl, as well as in Paper, Vibe and Ocean Drive magazines. It will be on billboards in Los Angeles and in malls across the country. The campaign also will be supported by radio ads.
“We want to be where this customer is,” Gale said. “And we know she is reading magazines, she is listening to the radio and is definitely shopping in the malls.”