now I feel stupid because I was really looking forward to this

From the consumer point of view I don't think it matters the scenes are recycled b/c the average person probably wouldn't know anyway. If you think about it, it is kinda smart move on VS' part b/c it saves them $$$---they didn't need to shoot any new scenes except for the teasers which is exclusively online.

they obviously wanted to save dollars i mean they put 2 millions on the swim special that is coming..... but anyways that sb ad sucks big time lol

^ It sucks b/c of the recycled scenes and the half-assness but you cannot deny the commercial does convey the message much more clearly than some of their other recent commercials and it is somewhat effective. Perhaps I view things slightly different b/c of my job.

They just posted this in their tumblr page:

 

"That something big? It’s coming tomorrow… stay tuned. "

So they are going to officially anounce the "big" thing tomorrow? Well, it was time!

  That commercial 

 

 

   

   

 

 

  That commercial 

 

 

   

   

 

 

 

^ Oh man that is too funny.

 

I guess this year instead of tossing the extra footage from old commercials they made a SB one for it so good on them? They really know how to kill their own hype sometimes.

Could you guys tell the list of photographers that worked for Victoria's Secret, excluding Russell James?!

lately? Matt Jones , David Bellemere , Adam Franzino , Ben Watts , James Macari  i remenber those

Hahaha #hypefail

Oh well like Pink said we notice this stuff because we study it non stop. The regular Joe doesn't. While it isn't the awesome Adriana commercial it does it's job. And it will sell lingerie. I would have picked more cohesive shots at least.

Well my idea of advertising the 20th Swim Anniversary Special was a better one.

^ I think Bryan said something about VS mentioning and promoting the Swim special during the SB

^ Well clearly the commercial is not Swim related at all. But VS did post on Tumblr they would reveal the 'big' thing tomorrow

 

And I agree with Kev, the problem is not just the recycled images, problem is that is not even cohesive. Why didn't they just footage from this year's Christmas commercial or last year's? All the girls were there, but nope, they just threw random shit and made an awful commercial that however, will probably still sell as much as a new one would have done.

^ I guess Bryan's source gave him the the wrong info  Oh well it happens

Here's Victoria's Secret Super Bowl Ad, and It's Exactly What You'd Expect

"We do what we know"

Victoria's Secret has joined the conga line of brands—including Lexus, Bud Light, Budweiser, Mercedes and Kia—releasing their Super Bowl ads before the game.

This year marks the third game in which the lingerie brand is running an ad, with its most recent appearance in 2008. Similar to 2008's ad, this year's spot (which was created in-house) will run during the two-minute warning in the fourth quarter of the game. Running an ad toward the end of the telecast can be a risky move if the game isn't a nail-biter, which explains why Victoria's Secret is releasing the ad ahead of time with a heavy emphasis on social media.

"This year, we thought we had a lot of momentum and a lot of wind in our sales coming out of the holiday season and it just seemed like a good opportunity," said chief marketing officer Ed Razek.

Last week, Victoria's Secret released a 90-second online video featuring Candice Swanepoel, Lily Aldridge, Adriana Lima, Doutzen Kroes and Behati Prinsloo dressed as football players who win a game. All of the models (plus Karlie Kloss) also star in the final Super Bowl ad. Creatively though, last week's online video is far from Victoria's Secret's in-game ad.

 

"We're not crazy enough to do a commercial where all of our girls are dressed like football players," Razek said "We do what we do—it's two weeks to Valentine's Day."

Instead of football players, the final ad pieces together footage from shoots over the past 18 months. Only one shot of AdrianaLima was filmed specifically for the Super Bowl in the beginning of January.

"We only shot one piece of new material for this commercial—we decided to come to the game late and then we wanted to leverage every opportunity," Razek said. "It's the Super Bowl—you're trying not to do something that's a specific product type of commercial."

Razek said the decision to run a Super Bowl ad happened on Dec. 19—10 days after the Victoria's Secret Fashion Show aired on CBS. Viewership for that program among 18-34 year olds grew 27 percent year over year. 

 

Beyond the TV ad, the Victoria's Secret campaign includes social media outreach to millennial consumers via Snapchat, Twitter, Facebook and Instagram.

"Social for us—particularly for our customer base—is one of the most significant pieces of our advertising strategy," Razek said. "We've got a very loyal fan base, but the models [also] have a very loyal fan base."

 

Indeed, Candice Swanepoel has 4.7 million Instagram followers. Adriana Lima counts 4 million, Doutzen Kroes boasts 2.5 million an Karlie Kloss has 1.8 million Instagram followers.

 

 

adweek.com

Yeah. That's what I was told when the girls were still filming in PR.

VS has a weird marketing strategy.

Might be weird but it's obviously effective.

Might be effective, but for a fact it's very dissapointing, i don't like it at all how they did it. For the social media fans i think it was very dissapointing.

The only good thing about it imo is the new shot of Adriana, she looks gorgeous with an amazing cleavage!

Thanks Pinky for the info

But why the new footage of her only? If they were going to be lazy, might as well have went all the way.