DAFFY'S HOT BANG FOR YOUR BUCK

by - 11:46 PM

Daffy's has had some really interesting ad campaigns recently. One of their latest was a puzzle broken up into 40 pieces and spread out on subway station posters in downtown Manhattan and Brooklyn. People in New York took pictures of these posters of different puzzle pieces as they saw them, until finally the image was exposed! Sounds interesting doesn't it? It adds a little fun into advertising and curiosity to people traveling around living their everyday lives. Here are a few examples of some pieces.



To people's surprise this was the final result of the puzzle.

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A little provocative and sexy for Daffy's but I like it. This might have been a bit racy for mainstream media but it really goes with there slogan "More Bang Less Buck". I find a lot of Companies get big criticism for being racy but we've all heard "sex sells" and I think it's witty. An ad like this one once in a while doesn't harm anyone in my personal opinion.

(Tweet #undergroundpuzzle is you have any thoughts on this ad you'd like to share)

Photographer Tom Hines has done some great work in his career, you can check him out here. I had the chance to interview him and he gave me some very insightful answers and his personal view on how he feels about being a photographer. Check it out below.

I see you did the look book photography for Daffy's Fall/Winter 2009, How did you feel shooting something so controversial as opposed to there regular campaign?


I feel pretty strongly that I'm part of a generation that's post-controversy. We have all the buttons to push, but there's no dogmatic ideology behind our gestures. I can't help but think of the punk aphorism "don't know what I want but I know how to get it" from the Sex Pistol's song "Anarchy in the UK," but I imagine a revision to that sentiment. If we believe there's no grounded value to our gestures, then it's really a matter of whether we enjoy them or not. The thing I love about this spirit, contrary to much of what's been hypothesized about it in the past, is it's pretty open and peaceful.

If an ad is fun and it can bring a little joy to someone's life, that's great. What were some of the reactions you received when the Daffy's Team saw the final shot?

Haha, well, it's a funny picture in original form. It's naughty, it's spirited, but it's not immoral or anything, at least not here in the USA. The puzzle pieces are much dirtier than my original picture because our brains are filthy, you know? I'm a polite guy, but my brain is in a class of it's own! I'm sure the same is true of your brain. Maybe that's the engine behind a project like this?
What sort of reaction do you think the general public will get out of the ad?

The public is smarter than all of us. When anyone sees a poster in the subway, they know there's a price behind it, even when it's vandalism and graffiti. At best, I hope people enjoy the symbolism of the gesture. Every ad hits you over the head, but this one's having fun.

I love it when I'm in the subway and I find an ad where someone's modified the ad's message into a prank. I don't know why, but it inspires some sort of faith. I believe people are clever, complicated and mysterious. I'm happy to go along with that spirit. I see this project as a distant relative of a prank, only done backwards.

How did you feel about the idea of ripping the photo into puzzle pieces?


I'm a serious photographer, and I'm not inclined to chop up my pictures for the fun of it! But if I see one of my pictures on the side of the bus, and some vandal has drawn a mustache on it, I've got to respect that. People do all sorts of stuff with my pictures, and I have to trust in others, especially if they're being cool, having a good time, and striving for something special. My career as a photographer was made on the Internet, where things have been generally out of my hands the whole time.

An advertisement is different from a photograph. It just happens that one of my pictures was commissioned for this act of light-hearted rebellion, and I was happy to be involved. Selling clothes at affordable prices is fine by me. If it's healthy, go for it. If it had been an ad for handguns or transfats, I wouldn't have done it.

As a photographer I'm sure you've heard "A picture is worth a thousand words" What does this say to you?

This notion is among the major reasons why I do fashion photography. After paying my dues in the discourse of the Art Academy, I fell in love with the idea of making pictures that didn't need critique and philosophy to prop them up. Fashion pictures are a populous momentum play, you make pictures, and then you make more pictures. Tomorrow is a new day. You don't need a smart artist's statement, you don't need a critical essay by a respected theorist, you don't need a wall slick, you just need moments and eyes. I love that about Fashion, and that's my motivation to align with fashion photo. Fashion is an ocean and everyone's in it. When the ball-player wakes up in the morning and puts on his lucky socks, that's fashion, no justification required. At the so-called high-end of the fashion dialectic, when Nicolas Ghesquière makes a dress owing intellectual gratitude to André Breton's reading of Comte de Lautréamont's Songs of Maldoror, no citation is needed. It's a dress. Fashion is a broad collection of ideas and points of entry rather than a set.

* Thanks to Tom Hines for the Interview and Alan Meier

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36 comments

  1. I love this idea for advertisement. I didn't get to see these before due the fact that this company is not known in my area.

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  2. I really enjoyed this interview. :) And what a great idea for an ad campaign! I bet it turned a lot of heads. :)

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  3. Hey babe! Did u get my gtalk invite? Luved the interview! Hope u are having a fab week! xxx

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  4. Wow, it looks so edgy and unique! By the way one of your images was removed, it says it violated the terms of use (?)

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  5. oh wow that is really interesting. i love it ! not soemthing i would expect from daffys but its really cheeky and smart

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  6. Very sexy campaign!
    Creative too!

    xoxox,
    CC

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  7. Really great interview- I actually got chills reading his last answer. Inspirational. When I saw the More Bang ad, I was like, whoa. But good for them to go with the edgy/sexy and not be afraid to go there! xo, mel

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  8. Cool campaign! It's always interesting to see creative ads like this, although the final result was kinda shocking! It's pretty racy, I don't think this ad would fare as well in places that aren't as liberal as NY?

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  9. MizzJ: I agree.. I don't know how well it would do in a small town

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  10. wow, thats a little much, dont know if i find it fully appropriate for daffy's nonetheless. anyway the daffy's near my house burned down, so i guess the whole store is shot to hell anyway


    From,
    MILK.

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  11. This is awesome! I would have been intrigued by the puzzle pieces on the subway too! I like the twist on the advertisement! And I completely agree on it being edgy for Daffy's. When I think of Daffy's, I think of TJ Maxx/ Marshalls. And they don't scream sexy to me, maybe they are trying to set themselves apart from the pack??

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  12. I think the ad campaign is fun. a bit on the scandalous side but I don't really care about that. to me if people aren't so hush hush about sex it wouldn't be such a big deal in the first place.

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  13. The puzzle pieces is definitely a clever marketing move! Great interview!! :)

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  14. Love this interview!! What a fascinating piece - and great Q's, lil sis <3

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  15. Lovely, Lovely post. Your blog is beautiful :)
    Panda xx
    Thanks for the comment, your so sweet!

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  16. Very creative and sexy!! love it!

    xoxo

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  17. the ad is crazy and i love it!
    very interesting and provocative, yes..i was definitely shocked when i saw the final photo..hehe.

    ♥ vanilla ice cream's 200 followers giveaway! ♥

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  18. A pinch daring, like you put it, but sometimes provoking a little gives nice goose bumps;)

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  19. Great post, the ad look very interesting and so is the interview!!

    have s fun day!

    kiss

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  20. SO freaking cool...pushing the envelope in a good way!

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  21. Ooooooh man! Of all the jobs in the world, fashion photographer seems like the most dreamy.

    Fun interview!

    *Kelsey

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  22. THis is a great interview! Though (and not trying to be a negative Nancy) this is a super unoriginal campaign for a clothing company. I am NOT trying to be a debbie downer, I am just saying :)

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  23. I like a lot the idea of the campaign of having it spread into pieces. However I have to say that the final picture is completely disgusting. I don´t get the meaning of the campaign either. :) That is for my English!

    xoxo
    B* a la Moda

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  24. Great interview. Haha, taking trains all the time - I've never noticed those ads before. Definitely something different from the way I look at Daffy's. lol

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  25. wow! i would have never expected something like that ad from daffys! lol

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  26. It's such a provocative photo!! I don't mind pictures like that...it's fun and harmless in my opinion. Thank you for sharing the interview too..it was nice to read his perspective. xxooxoxoxo

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  27. I love the puzzle piece concept they had, it was so creative.

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  28. hi darling. i love the idea of pieces of puzzle. but im seriously so tired of all this nude thing with fashion-editorials/commercials. i just dont get it. i want to see clothes - not nude bodies. with that being said- i LOVE your blog, and i wish you a wonderful weekend. thanks for stopping by me darling

    xx ediot

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  29. That's hott! I like it :-)

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  30. Great idea for an ad campaign. Personally I'd rather have racy than boring.

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  31. Thanks for all of your interesting opinions, I personally like the ad even though I can see how some people might feel uncomfortable.

    I think I might like it because It's something I didn't see coming from Daffy's. I like surprises =)

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  32. hey i love the outfit, the socks with the cute little shoes is nice! and the first picture, that sign is hilarious!
    Great
    Catita
    http://catindreamland.blogspot.com/

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