The campaign was created by Mullen, the company’s agency of record and part of the Interpublic Group of Companies, and is intended to highlight the company’s apparel. “Zappos has a quirky culture,” said Tim Vaccarino, group creative director at Mullen. “Doing something typical is not really them.”
The campaign departs from Mullen’s last work with Zappos, which featured (clothed) felt puppets whose voices were provided by real customer service calls and was made up primarily of television ads. The new campaign will incorporate a heavy dose of digital ads, videos and QR (for quick response) codes, as well as print ads in magazines. And if the idea of using naked people who need to be clothed to sell clothing seems too literal, that is exactly what the marketing minds at Zappos and Mullen say they had in mind.
“Sometimes advertisers try to do something very creative and the messaging gets lost,” said Michelle Thomas, the senior brand marketing manager at Zappos. The campaign also highlights Zappos’s focus on clothing as a “growth engine for the future,” Ms. Thomas said. “Zappos has a belief that really, we can sell anything.”