When we posted an image from Zimmermann’s resort 2012 campaign on our Facebook wall the responses were so polarised that the word controversy comes to mind. Some readers protested that the campaign was too suggestive and risqué. We wondered: are we becoming more conservative in what we expect from an ad campaign? (Another interesting case study is the level of provocativeness required to get a fragrance ad banned). Or, are we just more savvy in our understanding of marketing that sex alone no longer sells – at least, if we think that’s how we’re being sold to?
The Zimmermann campaign, shot by Simon Lekias, doesn’t include any nudity or overt sexual content. Nor does the accompanying campaign video (which you can view after the break). It does give a closer look at Zimmermann’s covetable swimwear line of sporty, strappy cuts, clashing prints, ruffle details, and silk dresses and shorts.
So, with the steam-room setting and sultry sweaty skin, does the Zimmermann campaign somehow offend? You can watch it above, or view the campaign stills at the gallery.