What it is
Sven Magnus Øen Carlsen is a Norwegian chess Grandmaster and chess prodigy who is currently the number-one ranked player in the world. Magnus Carlsen quite surprisingly teamed up with Liv Tyler for G-Star’s Fall/Winter 2010 advertising campaign, combining intelligence with beauty in fashion.
Sven Magnus Øen Carlsen is a Norwegian chess Grandmaster and chess prodigy who is currently the number-one ranked player in the world. Magnus Carlsen quite surprisingly teamed up with Liv Tyler for G-Star’s Fall/Winter 2010 advertising campaign, combining intelligence with beauty in fashion.
Why it's cool
Brands most of the time use super skinny and the most beautiful models, whereby it's hard to identify with them for the customer. G-star has made a smart move to combine beauty with brains because the image of G-star will become more accessible, and the advertisements will surely attract attention on the street.
This proves that 'the normal man' or even the nerd can also be an attractive model for an advertisement. G-star shows with this campaign that they don't only look for skinny and beautiful models, but that they also want to broaden their horizon and look for people who just stand out in the crowd and are known for something else than beauty.
Brands most of the time use super skinny and the most beautiful models, whereby it's hard to identify with them for the customer. G-star has made a smart move to combine beauty with brains because the image of G-star will become more accessible, and the advertisements will surely attract attention on the street.
This proves that 'the normal man' or even the nerd can also be an attractive model for an advertisement. G-star shows with this campaign that they don't only look for skinny and beautiful models, but that they also want to broaden their horizon and look for people who just stand out in the crowd and are known for something else than beauty.
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