Talking Mannequins Popping Up Everywhere

by erica ~ March 17, 2009

Old Navy has rolled out a new integrated campaign that is quite unusual. For those that have not seen their new TV commercials for this campaign, they are using “SuperModelquins,” which are animated store mannequins. Brandweek reports that circulars, in-store promotions, direct mail, online ads and a microsite are part of the campaign, which focuses on the “SuperModelquins” in an array of situations common to celebrity gossip magazines, which the store’s circulars-named “ON Weekly”-will be modeled after.

After coming across one of the videos that Old Navy created, I wasn’t sure whether to laugh or take it seriously; it actually scared me for a minute. This video shows the back story of the” SuperModelquins” commercial and it is a spoof on the “E! True Hollywood Story” program.

Even stranger, I came across some more photos of the “SuperModelquins” standing in front of The Waverly Inn restaurant in New York City. Madonna and Alec Baldwin happened to be dining at the restaurant and had to take a double take when exiting the restaurant. Although I haven’t read anything about these mannequins appearing at trendy NYC restaurants as part of their campaign, I’m guessing that they are trying to do as much as they can to associate Old Navy with celebrity gossip. I wonder where some other mannequins will be popping up so that I know what places to avoid?

Personally, I think mannequins are kind of creepy to begin with and this campaign doesn’t help the situation. They’re almost like clowns except that they don’t talk, which is even more bizarre. This is yet another example that shows us that the possibilities are truly endless for marketers.

Erica Berkovich is an Associate Account Executive at Mediashop PR.  She is currently pursuing a Masters degree in Corporate Communications at Baruch.