Neue Kampagne: Guido designt Fashion für OTTO

In two TV ads Guido Maria Kretschmer answers questions, and gives advice and practical tips on fashion and furnishings with his customary charm and humour.

TV ad for the Living assortment – a cosier home with Guido

The door opens – and makes the mystery history: what does his apartment look like? Is it as perfect as Mr. Right himself seems to be? Her curiosity meets harsh reality, as her charming date’s flat is cold and bleak. But before she can flee the scene, Guido suddenly appears and banishes her doubts in just a few moves. The star designer skillfully transforms the lovelessly furnished space into a cosy living room, and successfully saves this young love affair.

TV ad for the Fashion assortment – pro styling tips

A beaming young woman showcases her new spring dress to her best friend. While donning this sleeveless number she raises her arms – and unwittingly reveals unshaven armpits. While her friend hesitates and struggles to find the right words, Guido jumps in: “I’d leave the wire-haired dachshund at home, though”, he comments, and cleverly makes her appearance perfect with a chic knitted cardigan from his collection.

Besides the TV ad, OTTO is also relying on creative mobile-branding measures. To support this we’ve made more than 40 ‘Say it with Guido’ videos available at otto.de/gmk. The designer’s pithy statements are simply perfect for every situation in life, and with just a few clicks it’s easy to share them online with friends.

“Everyone needs a Guido – especially for the scenarios that our TV ads present! We’re delighted that alongside his Living collections, Guido Maria Kretschmer has now also designed on-trend fashion exclusively for OTTO”, says Marc Opelt, Member of the OTTO Management Board, Sales and OTTO Spokesman. “We show that Guido and OTTO are real problem-solvers when it comes to Fashion and Lifestyle questions.”

“If the people watching the TV ad have only half as much fun with our little story as we had shooting it on set, then we’ve succeeded. Together with OTTO I present great Fashion and Living collections that are very attractive without being elitist, and are intended to bring good products into customers’ homes and wardrobes”, says Guido Maria Kretschmer.

This long-term cooperation between the online retailer OTTO and Guido Maria Kretschmer started back in May 2016. The collaboration in the Fashion assortment follows hot on the heels of the Living collection that includes around 150 articles of designer furniture. For the Spring/Summer 2017 season Kretschmer has designed some 60 fashion articles exclusively for OTTO.

The key facts on the new OTTO campaign at a glance:

• Format: two TV ads in the Fashion & Living assortment areas (25”/30”, 20”, 7”), Bumper Ads & True Views on Youtube, campaign extension via Facebook, Instagram, Pinterest amongst others; integration of over 40 ‘Say it with Guido’ videos at: https://www.otto.de/gmk
• Campaign period: 22 March to 28 May 2017
• Concept: HEIMAT, Berlin
• Production: Soup Film, Berlin
• Media planning: Pilot, Hamburg
• Director: Mona El Mansouri
• Photographers: Felix Krüger (Shooting), Sven Görlich (Set-Shooting)