A new French road safety campaign
We couldn’t ever imagine that iconic figure Karl Lagerfeld, associated with such brands as Chanel and Fendi, would become the face of a road safety campaign in France.
The latest outdoor campaign of the agency Lowe Strateus shows the fashion designer wearing the yellow light-reflecting security vest, which is compulsory for French drivers to keep in their car, along with flashing red warning triangles, as of the 1st of July. This campaign has just created a real “buzz” all over the world. All of the French media, and even overseas press like El Pais, Times, Vogue USA and Bloomberg, are talking about it! Take a black suit, trademark fingerless gloves and black sunglasses – plus the infamous vest – and we have an accurate description of Lagerfeld, the road-safety cautious citizen, doing his duty to society. The campaign’s tag line bears enough irony to satisfy Lagerfeld's rather caustic sense of humour, as it reads: “It’s yellow, it’s ugly, it doesn’t go with anything, but it could save your life.” I love advertising! Who knows what the future Chanel Couture collection will look like as a result?
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