Bench
9:01 PMBench is one of the most popular clothing brand in Philippines. Take Bench’s current marketing and advertising campaign entitled “Wear Your Conscience." Bench recruited celebrities to pose in their polo shirts with logos suggesting “Conscience.” The celebs were the usual Bench stable like Richard Gomez and Lucy Torres, and Kris Aquino and they added socialites and celebrities who’ve graced the slick covers of Tatler and Metro. The photographs, taken by Jun de Leon are all fine technically.
Their billboard was good but if we compare their billboard today it was very good because the lighting on the picture was in the right place. Their poses are disconnected to the campaign. Some of the photographs are posed en famille, more fitting in silver frames and resting on top of grand pianos. They make good Christmas cards. But utterly fails as a call to action.
The Bench success story is tied significantly to its use of billboard advertising to sell clothes. Starting in 1987 with movie star Richard Gomez, Bench carved out a market selling clothing and accessories, from toddlers to oldies using the hottest stars or well endowed twinks on tarps three stories high that either make people pant or protest in moral outrage. However one views Bench billboards, they have been synonymous with the advertising adage that if you run out of ideas, sex sells. The billboard landscape today littered with Photoshop enlarged tits, spurious hard-ons, and Botoxed butts prove the bankruptcy of creative thinking in ad agencies.
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