_ Until today, I thought of Tiffany as a high-quality brand. The products are certainly expensive enough. My experience goes to show the effect of advertising. In this case, what should be an impressive ad taints the image in my mind. I expect such a company to pay attention to details in everything to which they attach their name. Unfortunately, too many brands do not understand the value of quality advertising or that it needs to be carefully crafted.
What was their crime?
A back page ad in the December issue of Vanity Fair caught my attention. At first glance, it depicts a couple walking in a park in the snow. The man holds a small, iconic blue box behind his back. One can imagine the back story and what is to come. All fine and good. But, a back cover ad often receives more scrutiny, if it happens to be inviting. I looked closer.
The couple walks up snow-covered steps in a park. Snow was falling. My eye wandered to the steps, and I noticed that the couple had left no foot prints in the fresh snow. Closer examination revealed too much clarity in the couple walking in a snow storm. The artwork for this ad had obviously been the victim of Photoshop. There had to be at least three layers: park, couple, and added snow flakes. This was a cheap shortcut to a fine photograph...which put a bit of tarnish on a (formerly) fine image.
I wonder if one or two products are as hastily and shoddily slapped together...
Prior to writing novels, the author enjoyed a multifaceted career: from decorated combat aviator to advertising professional to global communications director of a major consumer brand. He has traveled the world and met sports, film and television stars, political leaders, and royalty. He graduated from Middlebury College, is married, lives in Germany, and has two grown children.