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Bongo Grabs 'Laguna Beach' Cast For Campaign

bongo_campaign.jpg

Taking over for Nicole Ritchie and DJ AM, the cast of MTV's Laguna Beach will be featured in the Spring 2006 ad campaign for fashion label Bongo. Cast members Alex Murrel, Jason Wahler, Lauren Conrad, Stephan Colletti, Kristin Cavallari and Tallan Torriero will begin appearing in print ads in Seventeen, Teen People, Us Weekly, Star and Teen Vogue among others. Online will accompany print.

Dari Marder, Creative Director, BONGO, explains the campaign, "The Bongo demographic is the MTV viewer, so we could not think of a better way to reach our consumer. The concept behind the campaign is a party. So we rented an amazing mansion on PCH in Santa Monica, hired an Orange County band, 'The Colour' and let the gang do what came naturally. Alex, Jason, Lauren, Stephan, Kristin and Tallan had a blast on set and it comes through in the campaign. Alex who has an album coming out this spring got on stage with the band and sang, while the boys got a little carried away by pushing each other in the pool."

Written by Steve Hall    Comments (3)     File: Campaigns, Magazine, Online     Jan-10-06  

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Comments

Bongo’s Creative Director is describing their demographic as the “MTV viewer”, a term that even when I was a young copywriter at Leo Burnett about seven years ago was allowed to use only by the client’s new marketing guy.
“We could not think of a better way to reach our consumer. The concept behind the campaign is a party” – excuse me, could not think of a better way? It’s like saying that these days you can’t think about a better way to light fire than to rub two sticks together. There is nothing slightly new or exciting in taking a few partying celebs and shooting them for yet another boring “look like crap I’ve seen before” fashion shoot.
“So we rented an amazing mansion on PCH in Santa Monica, hired an Orange County band, 'The Colour' and let the gang do what came naturally”. Well, it sounds like BONGO are soo cool, they spent soo much money just to let some guys and girls do what is coming naturally. How about inviting all your customers for that party? Close the street down, have invitations on the net and get a great PR story from it? What a missed opportunity to engage with their users. But what can you expect from someone who took Nicole Ritchie for their previous campaign.
I really don’t understand why this boring item is on Adrants.

Posted by: tamir berkman on January 11, 2006 10:42 PM

It's here, Tamir, so we can get excellent comment rants from people like you:-)

Posted by: Steve Hall on January 12, 2006 09:51 AM

I'M REALLY INTERESTED

Posted by: CARLA on October 4, 2006 05:43 PM

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