Rimmel London 'The Max' Vinyl Lipgloss Campaign

'Get the London look'

Having watched an episode of 'Goks Clothes Roadshow' on Channel 4 on demand here, i noticed a sponsorship sequence for a Rimmel advertising campaign. This led me to research a little deeper into the product and the campaign.

'Get inspired by this London lovely. Georgia May Jagger looks oh-so-glam in our new Advert for Vinyl Max Lip Gloss. Managing to be both bold and sexy, she turns up the volume to a voluptuous new level. Totally Georgia….totally Rimmel.' - Taken from the Rimmel website.

This is borrowed interest at its best. The company are using Georgia May Jagger, a celebrity face, to catch the eye of her fans - not just fans of the Rimmel company. I have before read that Advertising companies should be careful when using a celebrity face to advertise their products, because they may do something which gives them bad press and a bad reputation, but because Georgia isn't necessarily an A-list face it is highly unlikely that her persona would hit the news stands for negative situations which could affect the companies campaign.



Rimmel London advertising from Denis Mallon on Vimeo.


This is a web pop up - Designed by Denis Mallon for Rimmel.

Although this isn't for the same campaign, it is for the same company and selling a similar product. If found at the time of the 'Max Vinyl Lipgloss' advertisements then it would feature the recurring theme that the other products have, i.e Georgia May Jagger and the Great British flags in several colours. Because i can't find one for the max campaign, i will have to do further research into lots of similar web pop ups when it comes to making mine for my ancillary product - although, i will want them to be more to do with high street fashion.
I liked the pop up because it doesn't try to trick or any the consumer of the advertisement - it is aesthetically pleasing and has a distinct theme of its own, although is clearly a standard rimmel campaign. It says 'put someone under your spell tonight' on one of the stills and i would like to predict that it was brought out around the time of Halloween - linking it to current events and raising sales (But i don't know this for sure!)
The logo and model/make up simple pictures makes it typically Rimmel and most people know of the brand and would recognise this. It does a slight zoom on the product, and at the end invites the consumer to go ahead and 'get the look' which means going to the website through a simple link which would open in a new web page tab.


Television Advertisement





This is the main television advert used for the 'max' vinyl lipgloss campaign and there are two main things i notice - Georgia May Jagger and the theme of London (and 'getting the London look'!)
The advert starts with a zoom of London, where famous landmarks such as the London eye make it noticeable - this is a clear link between the slogan and the target market the advertising company are trying to portray. Georgia is then shown on a London rooftop with a DJ set and wearing the lipgloss - making it clear this is a make up item made to be worn when going out and getting dressed up. The voice-over then suggests a few selling points of the product whilst Georgia is shown dancing around and modelling the lip gloss. Georgia is a good celebrity/model to choose for this sort of campaign because she is attractive and has very full lips, which need to be the main selling point for this advert in-particular.
Links are made back to the nightclub theme, when the voice-over says 'pump up the volume' which is a play on words because you can pump up the volume of sound and also increase the volume of your lips with the product being sold. Also featured is a pink disco ball.
15 seconds into the advertisement we see this..

This image looks like a combination of London landmarks and the product being sold, but the fact that the largest, and also the central image  is of the lipgloss rather than a landmark may show how Rimmel is taking over and creating what the 'London look' is - or it may just be a combination of how Rimmel and London are combined to create it.
I'm not sure either way - but i found the composition of this very interesting.
we finish the advert with Georgia blowing a kiss, enhancing the lip gloss she is wearing - and then the Great British flag created with the different colours that the product comes in, showing more intertextual references and therefore gaining a larger target market for the product.

other things..

Sponsorship Sequence


Below and to the left above are two screens print from 4OD which are seen when watching goks clothes roadshow - where the 'max' vinyl lip gloss campaign features as a sponsorship sequence. It has the continued theme as do the other advertisements - the Rimmel Logo,  disco, London and the Great British Flag.
The beginning has a lollipop running along similiar lips to those of Georgias, and the lolly is changing different neon colours - continuing the 'dicso' theme, before some more quick vox pop extreme close up shots feature of ladies wearing the lip gloss and blowing kisses and licking their lips as the voice over says 'rimmel lip gloss sponsors fashion on 4'. Georgia herself isn't mentioned in this sequence - but it is probably because of how short the sequence needs to be - this one in particular is just under 10 seconds long (but still manages to fit in 'get the london look'. There is also a logo saying sponsored by Rimmel London on the web page.