I fully understand why this strategy was dusted off from the last 80s when we saw it in Reebok lets U.B.U, selling things on individuals uniqueness is a shortcut to the consumers heart. For remember - they're all individuals.... -"I'm not". This is grooming stuff, clearly we don't all look alike, and the base selling point of all grooming stuff is bettering what you got.

I have no beef with that. I guess I'm just a little surprised at the execution feeling so dated, especially when it's coming from Amsterdam in the heart of happening Europe and not the we-get-all-our-fashion-a-year-later-Los Angeles office. Macklemore's "Thrift shop" was in 2012, where that guy in the suit & hat belongs. The ball culture heel dance cat walking mainstreamed when Madonna released Vogue and I was in college! (And as I recall she got a lot of hate for 'stealing' a culture that belonged to an often poor African-american and latino gay community, instead of kudos for breaking down the barriers that kept them out of the mainstream - there is literally nothing new under the sun). I suppose it's due for another revival, like when everyone was into Swing dancing in the late 90s (though lets never speak of that again). Even the dancing on treadmill guy has already appeared in many ads, most recently for Indeed job hunt when a Physiologist lets it rip. My point is, for something that is clearly aiming to be "you be you" fashionable, it's dated like a mall in suburbia and fails to hit the mark of real individuals who do their own thing, because those people wouldn't be caught dead in a mall.

For the record I had the same issue with the punks in the U.B.U campaign. Like punks would wear Reebok. Puh-lease.

Agreed. Great piece. It's very interesting that Bowie once worked in advertising, and found it not creative enough, and then he turned into the ever-evolving David Bowie with a "campaign" for each album. The late Bowie. I hate saying "The late Bowie", I was convinced that he was immortal.