I came across this little ad in a local paper last week. My initial reaction was "What the shit"? What could be a rather serene picture, unfortunately involving yoga, is ruined by a modified lady's speedo. The main thing that disturbed me: why did my eyes keep getting drawn to the crotch? My original title for this post was going to be: "Why I am never moving to the West Coast."
However, something about the ad just did not sit right with me. First of all, it was too outrageous for a Lululemon ad; I might expect this from American Apparel, but not Lululemon. Then there is the "Mansy available April 1" note down in bottom left. Unfortunately, you can not see it clearly in the photo I found here, but trust me: it is there.
So I did a little bit of searching on the net. Aside from a hack at the National Post treating the ad as though it was a real shock campaign, the general consensus seems to be that it is just some plain ol' viral marketing. For an April Fool's joke to be delivered well, a company has to show great brand awareness, and be able to communicate it well enough that people will get the joke. At the same time, I think that there is a bit of a tongue-in-cheek poke at recent American Apparel ads. This is probably why some people look at it and still think that lululemon is trying to 'set a new trend.'
So kudos to Lulu, despite the fact that I still hate them and the yuppie crap that they stand for.
Photo by Tobyvs from Flickr.