Emphasizing the Tailored in Talbots’ Traditional

Advertiser: Talbots Inc.

Agency: Arnold Communications, Boston

Challenge: Reestablish Talbots’ image as a retailer of classic yet contemporary women’s clothing.

The Ad: This 30-second spot from the agency that creates ads for Volkswagen shows sophisticated, smartly dressed women dining with friends, walking along a beach, hailing a cab and roughhousing with kids. A swing tune sung by actress Jennifer Holiday gives the commercial a fashionable feel.

Comment: Talbots three years ago tried to build its business with younger women by offering trendy styles. The effort instead alienated the professional and mature women who previously relied on Talbots for classic clothes. Beginning in mid-1997, the retailer began retreating to its roots, and monthly sales figures indicate the chain is slowly recovering. This ad defines classic as tailored, not stuffy. It is likely to reassure Talbots customers, but not more trend-conscious women. $$+

Cruise Line Looked for New Marketing Itinerary

Advertiser: Norwegian Cruise Line Ltd.

Agency: Young & Rubicam, Chicago

Challenge: Present the cruise line as offering an escape from the workaday world in a manner that appeals to a broad range of potential vacationers ages 35 to 64.

The Ads: Print and TV ads show people treating themselves to such little luxuries as massages or enjoying such activities as swimming with dolphins, as the ads explain: “This is not a normal day. . . . As far as a ship can take you. That’s the Norwegian Way.”

Comment: Norwegian Cruise Line parted from its previous agency because it believed the sensuality of the “It’s different out there” campaign alienated its mature customers. The new campaign, which highlights leisure activities over steamy romance, appears nonetheless to be a variation on the old theme. It is hard to argue with Norwegian’s reasons for taking a new approach, but in doing so, it greatly reduced the emotional appeal of the cruise line. $$