Cutevertising: high and low

By Ingrid Fetell Lee


Last week I wrote about Microsoft’s new ads using a cute little girl and “happy” imagery to sell Windows 7. And now I’m seeing cuteness everywhere. Bunnies, puppies, cats in dresses — it’s all over the marketing world. It’s interesting to me that it’s both high and low, not just a mass market phenomenon. United Bamboo’s 2010 calendar, for example, features cats in miniature copies of dresses from the line’s latest collection. Given many of these dresses are retailing in the $600-800 range, it’s clear even the premium world thinks it has something to gain from cutevertising.


On the canine side of things, Modcloth, a vintage and indie fashion site, use their mascot Winston to promote their eyewear line to comic effect.


But not all furry things in ads are promoting expensive dresses or fancy shades. These guys just want you to make a “sweet million” with the New York Lottery:


I don’t know how long this trend will sustain itself, but it’s certainly fun while it lasts. What’s next? A Karl Lagerfeld kitten? Piglets selling cosmetics? Birds chirping out a car company jingle? Guinea pigs extolling the virtues of Viagra? Well, that one might in poor taste…

{United Bamboo + Modcloth examples via Refinery 29}

October 13th, 2009


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