"The production has to be the highest quality possible, using clever dialogues, smart color schemes, and memorable music, which would make a consumer perceive it as piece of art rather than a common sales pitch."
When it comes to commercial videos with high quality concept , Gucci with its "The Performers" concept certainly can't be ignored. Known as one of the most global fashion brands today, this Italian brand has emerged to bring a breakthrough in its advertising concept. In 2019 Gucci presents a commercial video series called "The Performers". In the "The Performers" segment, Gucci is building a fashion concept that is combined with the life and perspective of the artists who enter the segment. This commercial video consists of 5 videos where each video tells a story about a figure in the entertainment industry.
In the final video series "The Performers Act / V" Gucci collaborated with his global ambassador and one of the members of the Korean boy group EXO, Kai. This video also works with 2 famous fashion magazines, GQ and Vogue. In this video shows how a super star Kai In a journey of self-discovery, exploring the past about the beginning of his dream and career begins, telling the role of his family, especially his father in that long process, until he finally becomes what he is now, an artist and a global super star.Â
This commercial video can called as a very high quality advertisement. The concept of combining fashion with an artist's life and point of view is a very fresh and original idea. This concept is also packaged so creatively. Made in the form of short film with a very creative time traveling plot. The clothing, shooting method, color selection, camera movement, and dance scenes in it have successfully strengthened the artistic value of this commercial video.
Overall, this advertising with the short film concept promoted by Gucci has successfully attracted the attention of the audience to the clothing products they are selling.
