In case you have yet to notice the latest Jimmy Choo ad campaign in the August issues of W and Vogue, then you have not yet been told the story of music industry legend Quincy Jones and Cover Girl model Molly Simms.
The new ads feature Simms and Jones lurking conspicuously around a black 1960’s Lincoln Continental somewhere in the desert. The last photo of the campaign (created by Hollywood playboy Brett Ratner) shows Simms (I’m assuming dead) in the trunk of the car, (looking flawlessly beautiful), while Jones is nearby, digging a hole with a shovel. If you’ve seen the movie Casino, you can surmise that Jones killed the sexy broad and was in the middle of digging her corpse a hole when we stumbled upon him somewhere in a (most likely Las Vegas) desert.
In reference to the new ads, Jimmy Choo president and founder Tamara Mellon says “We like to tell a story in our campaigns. I like to evoke the emotion out of people.”
What kind of emotion is the question. Choo’s last ad campaign featured a bronzed Nicole Richie, decked in drapey dresses and bathing suits, chunky cocktail jewelry and surrounded by hot men in tuxedos, reminiscent of the early 80’s. Ratner, who also created this previous campaign, was aiming for a Scarface theme, with Richie embodying Michelle Pfeiffer’s sexy, damsel in distress character. This campaign was effective; it exemplified the extravagance and glamour that should go along with owning a pair of sky-high Jimmy Choo heels.
The most recent “theme” is distressing to say the least. Quincy Jones, while a genius in his own right, is just not sexy. There is no interaction or connection of note between him and a dead model in the trunk of a car. How can one envy her and want her shoes? She was murdered, and not by Robert DeNiro or Joe Pesce (which would have made for a more compelling campaign), but by Quincy Jones, the guy behind “We Are The World” circa 1985.
I’m shocked. So shocked that I want to rip the Jimmy Choos off of a dead Molly Simms so I can have them for my very own.
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