Pac Sun uses Sinatra to hit hard on brand message

Watching the MTV Music Awards tonight, I was entertained by Pac Sun’s 1:00 commercial,which features a throw-back Frank Sinatra song, “Call me Irresponsible (1963).” Of course the kids said they’ve seen this spot “a million times already,” but for me it was the first. Which is a sign that PacSun is correctly placing their commercials on shows watched by teenagers (and not me).

The spot is a fun mood-setter –featuring musicians, artists and action sports athletes having fun and taking risks: a couple jumps into a pool with their clothes on and then two girls trade bikini tops while driving down the road in a convertible.

As in most great brand spots, the message is not so much about the product, but about aspirations of the target audience. A way for the retailer to connect emotionally. Pac Sun’s CEO Gary Schoenfeld says the “Dress irresponsible” campaign is about “enjoying life, friends and embracing one’s own sense of style.”

This spot was released a month or so before back-to-school shopping, which is probably why my kids unknowingly found themselves shopping there this summer as we stocked up for school.  Nice job Pac Sun.

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About Matt Silverman

Matt Silverman is a marketing and communications executive who proactively manages corporate reputations and builds brands. Matt is the Vice President and Managing Director of R&R Partners, a marketing and communications agency ranked among top 50 in U.S. by Adweek. The opinions expressed here are not necessarily those of R&R Partners. View all posts by Matt Silverman

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