What's Happening?
Kendall Jenner participated in the 2017 Adidas Originals campaign titled 'Original Is Never Finished.' This campaign notably featured a modern remix of Frank Sinatra's iconic song 'My Way' as its soundtrack. The campaign revisited scenes from earlier
Adidas Originals chapters, reinterpreting them with a new group of creators. Jenner appeared alongside other prominent figures such as James Harden, Young Thug, Playboi Carti, 21 Savage, and actress Fan Bingbing. In one memorable scene, Jenner posed as Botticelli's 'Birth of Venus' within a sci-fi-style pod. The use of Sinatra's 'My Way' provided a bold and confident tone, aligning with the campaign's theme of originality and independence.
Why It's Important?
This campaign is significant because it illustrates a strategic approach in advertising where classic cultural elements are fused with modern celebrity appeal to create a broad impact. By remixing a timeless song like 'My Way' and featuring a diverse cast of contemporary influencers, Adidas aimed to resonate with multiple generations and demographics. For Kendall Jenner, her involvement in such a high-profile global campaign further solidified her status as a leading figure in fashion and pop culture, extending her reach beyond reality television. The campaign's success in linking a classic artist with modern stars highlights the enduring power of music in advertising and its ability to evoke emotional responses, thereby enhancing brand messaging and consumer engagement.
What's Next?
The success of campaigns like 'Original Is Never Finished' suggests that brands will continue to explore similar strategies, blending nostalgic elements with current trends and personalities. We can expect to see more collaborations between iconic cultural figures (or their legacies) and contemporary celebrities in future advertising efforts. For Kendall Jenner, her continued involvement in such campaigns reinforces her commercial viability and influence, likely leading to more high-profile endorsements. The advertising industry will continue to analyze the effectiveness of such cross-generational and cross-genre marketing tactics to inform future creative decisions, aiming to capture diverse audiences and maintain brand relevance in an ever-evolving media landscape.
Beyond the Headlines
The 'Original Is Never Finished' campaign, with its blend of Frank Sinatra's legacy and Kendall Jenner's modern appeal, touches upon deeper cultural and ethical considerations in advertising. It exemplifies how brands leverage cultural heritage and celebrity influence to craft narratives about identity and self-expression. The song 'My Way,' with its themes of individuality and living life on one's own terms, provides a powerful backdrop that transcends its original context, allowing it to be reinterpreted for a new generation. Ethically, the use of classic music requires careful consideration of copyright and licensing, ensuring respect for the original artists and their work. This campaign also highlights the ongoing debate about authenticity in celebrity endorsements, as brands seek to align their products with personalities who genuinely embody their message, even if the connection is primarily professional and indirect.
