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Consumer PR · Published February 27, 2014

Leigh Ann Ambrosi
Managing Partner & EVP, Consumer Lifestyle

Aerie flies high with “Real” ad campaign

aerie ad campaign featuring young women in lingerie
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It’s the ad campaign that had to happen. Sooner or later, someone would step up, and admit what everyone already knew says 5WPR CEO and Founder Ronn Torossian. The young women who populate clothing ads, particularly for undergarments, are pretty enough without Photoshop. That time has come. It may have been that creepy “make her an alien” video that is floating around the internet, in which a model is transformed into a cartoonish figure in a couple of minutes using editing software. But it may have also been that one ad company had to be the first, and the time has never been more right. Its great that the Aerie ad is a hit. The timing of the Aerie “no touch ups” advertising campaign is perfect. Not only is public opinion going sour on airbrushed “perfection,” the ideas of what “perfection” really is are changing. Perception really is reality, and any advertiser that attempts to inform that reality – or to challenge or create it – must first understand that their market’s perception will define their success. In this case, the perception Aerie is hoping to generate is that they are “real girl” friendly. That their garments don’t make you look “perfect,” but they enhance, and illustrate your natural beauty. This idea gets to the heart of the marketing behind all lingerie. The women and girls wearing these outfits want to feel good in them. They want to feel their best, not actually superhuman, just a beautiful version of themselves. That message carries with it no unattainable standard, no unfair mean with which to judge “beauty.” At least, that’s the attitude Aerie is hoping to connect with. Will this ad, like the Dove ads that preceded it, signal a sea change in advertising to women? Tough to say at this point, but tastes, and trends are always in flux.  But, at the end of the day – as with everything else in our market, consumer response will drive the trend.
Leigh Ann Ambrosi

Written by

Leigh Ann Ambrosi

Leigh Ann Ambrosi leads the Consumer Lifestyle division at 5W. With over 25 years of experience, she is a seasoned expert in brand development, publicity, and media relations. Whether shaping strategy, restructuring workflow, handling multiple clients or managing budgets big or small, she effects change with a constant eye towards producing results. Prior to joining the 5W team, Leigh Ann was Executive Vice President, and Chief Administrative Officer at Magrino Public Relations for over nine years. While at Magrino, she oversaw the Consumer and Food, Wine, & Spirits divisions, and managed the operations of the agency. She was responsible for signing new clients, strengthening existing client relationships and programs, and providing oversight for brands including Martha Stewart, Hunter Douglas, SCOUT, The Ranch, Vaughan, Flybird Cocktails, and Horse Soldier Bourbon, among others. Her passion for her work is paramount, which positions her as a strong mentor to junior staff, inspiring them to a higher level of performance. One of her many accomplishments previous to her agency work include a career in book publishing publicity and marketing, where she created multi-platform marketing campaigns that encompassed advertising, events, social media, buzz marketing stunts, publicity, brand building, and strategic partnerships. During her tenure in publishing, she helped to build the brands for authors including Mario Batali, Deepak Chopra, Jillian Michaels, Tyler Florence, Haylie Pomroy and more. Leigh Ann holds a degree in Mass Communications, with a minor in Journalism, from the University of Massachusetts, Amherst. She lives with her two kids in Maplewood, NJ

View all articles by Leigh Ann Ambrosi

Tags

  • 5wpr
  • advertising
  • Ronn Torossian

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