In today’s New York Times online ad column, Stuart Elliott writes about the new Hitachi TV campaign – I guess that means Stuart is back from his vacation and we don’t have to put up with his dreadful stand-ins - Directed by Jean-Paul Goude, known for Chanel No. 5, Hermes and Louis Vuitton spots, the spot shows a woman with legs that go up to her armpits, wearing a flowing red dress, created by designer Azzadine Alaia, and walking a leopard on a bejeweled leash. The leopard, tugs on the leash and breaks it, sending the jewels flying across the screen in slow motion as the leopard runs free. Beautifully shot, dramatic and indicative of what you can expect from what the announcer claims in reverential tones is “The world’s highest-resolution 42-inch plasma HDTV, only from Hitachi.” Then they screw it up with the oldest cliché in the book… The leopard jumps out of the screen as if it was in your living room. Oh Yawn… Never seen that before! I guess sometimes people in the ad biz just can’t stop themselves from gilding the lily!
Either the woman is ten feet tall, or the leopard is a kitten!
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