By James “Jaime the LaTn LuVr” Lopez
Indie Pop Princess Zooey Deschanel and singer/songwriter Matt Costa were invited to work on a 2009 Eyewear campaign for spectacles designer Olivers Peoples. A new age eyewear Designer, Olivers Peoples are trying a new marketing campaign where they hide advertising in short films and stills featuring prominent indie artists and musicians in an attempt to remake the world in their hip eyewear image.
The eyewear company chose Zooey Deschanel, the she half of she and him, to star in their pictures and movies ” because she’s chic and mysterious and growing up in LA, also represents our brand’s core DNA.” As stated by their CEO. Basically, this company knew that Ms. Deschanel would entice a lot of people to look at their products and buy them. I am not one for hiding products or advertising in art so I was at first appalled. But after looking at the commercial short film I realized that what company like Olivers Peoples is trying to do is not so much as create a product to make money, but a product to fit in with a lifestyle. A lifestyle of youthful vigor and quiet sophistication. They are creating eyewear for the “hipster” scene and the hipsters love it. Or maybe it is just Zooey?
The first short film, titled Catch a Tuesday Tuesday, was filmed by director Autumn De Wilde. She has done many art projects including cover albums for Elliot Smith, White Stripes and Jenny Lewis as well as directed videos for Spoon and Death Cab for Cutie. Her style invokes that warm supple hipster feel of California and Seattle. Quiet Tuesday follows Zooey and musician Matt Costa as they evade the police because of their Sunglass Obsession. For some reason, in the hipster Universe, being hip is illegal and the only way to combat this treachery is to have chase scenes in ball gowns and laundromats.
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