Dorothy is a young orphaned girl raised by her Uncle Henry and Aunt Em in the bleak landscape of a Kansas farm. She has a
little black dog Toto, who is her sole source of happiness on the dry, gray
prairies. One day the farmhouse, with Dorothy and Toto inside, is caught up in
a cyclone and deposited in a field in Munchkin Country, the eastern quadrant of the Land of Oz. The falling house kills the evil ruler of the Munchkins, the Wicked Witch of
the East.
From there starts,
a fantastic journey through the land of OZ on her way to Emerald city to see
the great Wizard and her way back
home to Kansas, with the company of three lost souls, a lion, a scarecrow and a
tin man, each of them on the search of something to make their lives better.
Through their way
they fight constantly against the wicked witch of the west who wants to recover
the ruby slipers that belonged to her dead sister, that now by a gift of good witch
spell Dorothy is wearing
At the end they
find out thet they are perfect and they have been able to get what they want just by wishing for it.
Nowadays we can
see mothern and feminis versions of OZ with the hit Broadway show Wiked based
on the best seller novel by Gregory Maguire and the movie OZ which tells the
story of the great magician when he arrives to OZ , the fairytale is now back on fashion.
In its recent
campaign to push out the Tan-go shoe collection, Valentino has created a Wizard of Oz themed video with sparkling
red heels as its main star.
This whimsical and
fun video showcases a red sparkling Tan-go pair of heels tap dancing to swing
dancing tunes. The 37-second video also includes a scene of a yellow golden
path leading to a castle, paying homage to the Wizard of Oz film. The video
ends with the heels of the shoes clicking together and the curtain closing soon
after. If you’re viewing the video on the Valentino site, the link for buying
the shoes appear at the end of the video, leading to the whole Tan-go shoe
collection.
The Sparkling Red
Explosion has been pushed on all of Valentino’s digital platforms, with an
email notifying consumers of the video and a link that takes them straight to
the site. The video seems to fall in line with the trend of luxury brands
creating abstract, quirky and fun videos to appeal to the more spontaneous side
of consumers. We wonder how this strategy will pan out for Valentino?
http://youtu.be/r2whHcHDtsU
