| A behind-the-scenes look with models who show off the cars
The models go through a four-hour training about the vehicles and are dressed in John Galliano, Gianfranco Ferr and Roberto Cavalli gowns a face-lift to last year's "older world elegance," inspired by Grace Kelly and Sophia Loren. Maserati's Michigan teams contacted local agencies to find the perfect fit for their image this year: sexy and sparkling with luxury, like champagne, Soriani said. "We want beautiful girls, but not top models. They would be too intimidating to talk with." Instead, Soriani said, Maserati's aim was to find pretty girls with the gift of gab. "When someone sees a Maserati, we expect the person to point and say, 'Hey, look at the girl, or the guy driving the Maserati.'" This is the kind of thinking that builds what a person sees from our company," Soriani said.
Lynx tells online Casanovas to get real
A tongue-in-cheek digital advertising campaign from deodorant brand Lynx is aiming to help men who spend too much time flirting on Facebook and in chatrooms to learn how to pull women in real life. The campaign, the first work by creative ad agency BBH since it won Lynx's digital business in December, aims to give men "diverse digital content to use to play the seduction game in real life". In recognition of the fact that the web and gadgets are part of most young men's lifestyle, BBH has put a website, called Get in There, at the heart of the campaign. The site, lynxeffect.com, has tools including a range of mobile phone applications that will turn a handset into "a pulling tool, a weapon of mass seduction". Lynx's Fit Girl Finder emits a bleeping sound that "homes in" on an attractive lady.
Bertelsmann eyes a 'MySpace' for silver surfers
German media group Bertelsmann plans a return to the internet and is looking at transforming its Direct Group of book, CD and DVD clubs into an internet networking scene for older people. The company believes that Direct Group can turn its aging customer base of around 35 million to its advantage by changing its traditional clubs into internet communities of like-minded people united by their similar cultural interests. "People are getting older... and older people are getting lonelier and they will need communities where they can share their interests," chief executive Gunter Thielen told Reuters in a recent interview. Thielen said Bertelsmann had been studying the demographic trends of the Western world, which point to a future with aging populations, many of them likely to have no or few children and larger disposable incomes than before.
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