The Bulgari house is causing a sensation with its new advertising campaign. To promote its Serpenti Tubogas necklace in 18-carat gold, the brand chose a most unexpected protagonist: a dog. A bold and original approach that intrigues and seduces.
A Serpenti necklace that dares to think outside the box
Since always, Bulgarisymbol of elegance and refinement, knows how to capture attention with timeless creations and avant-garde campaigns. This time, the Italian brand has chosen to combine its necklace Tubogas snakesan iconic piece and synonym of seduction, with a most surprising element: a dog. Far from the glamorous models usually chosen to embody luxury, this choice challenges and reflects a renewed vision of high jewelry.
Why a dog to sell a gold necklace?
The use of a dog in this ad may seem unusual, but it is an innovative marketing strategy. An animal embodies emotion, loyalty and a universal connectionqualities that resonate with a wide audience. By integrating a dog into a world of luxury, Bulgari humanizes the experience and offers a more accessible and endearing vision of its creations.
The contrast between the refinement of the 18 carat gold necklace and the apparent simplicity of a dog creates a memorable effect. It is no longer just about selling a piece of jewelry, but about evoking a moment of complicity, a celebration of the unique bond between the object and its future owner.
The impact of such a campaign
Bulgari is not the first luxury house to use animals to attract attention, but this campaign marks a break with traditional codes. By putting a dog in the spotlight, the brand stands out from the often stereotypical representations of women or men in luxury. It offers a different, more inclusive and above all emotional narrative.
The dog becomes a mirror of human emotions. In the campaign video, her captivating gaze, surrounded by long, silky hair, seems to carry a subtle message: this necklace is much more than an accessory, it is an expression of timeless beauty and emotional connection.
A boldness that speaks to Paris
In a city like Paris, where dogs are often considered full members of the family, this campaign could find particular resonance. By associating the animal with refinement, Bulgari seems to play on the Parisian values of elegance and style, while celebrating love and complicity. Many Parisians might see this campaign as a nod to their own way of life, where animals are omnipresent in cafes, parks and even luxury boutiques.
A well-thought-out marketing strategy
If the goal of an advertising campaign is to capture attention and stick in people’s minds, then Bulgari has succeeded. The association of the Serpenti collar, a symbol of sophistication, with a dog, subverts expectations while attracting new audiences. It allows the brand to renew its image and attract a younger clientele, fond of authenticity and emotion in advertising messages.
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