In a clever marketing ploy Old Navy hired actress Melissa Molinaro to star as a Kim Kardashian look alike in their new “Super C-U-T-E” Ad campaign. It turns out that with enough makeup and big hair anyone can pull off the Kardashian.
The ad campaign has been met with quite a bit of controversy (by design). It would have cost Old Navy a small fortune to higher Kim Kardashian, so they went with the much cheaper knock off. Was it unethical of them to use such a clear look alike in the ads? Yes.But it also fulfilled the long term goal of the campaign, to bring more exposure via press coverage to the brand. Hence, it was a major success.
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As if the fake Kim wasn’t enough, Old Navy also managed to pull off a faux Black Eyed Peas video to boot. What do you think, is all fair in advertising?
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