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Today in Good Advertising Works: Acne Studios hired the best family on Instagram to model in its fall/winter 2017 campaign and dressed them in a rainbow of rugby shirts, and then I immediately Googled “rugby shirts where to buy but like cheaper than Acne.” This is sometimes known as capitalism, but it also makes the case for hiring people who are not Gigi Hadid to sell your stuff for you.
The very good advertisements in question star Kaleb Anthony and Kordale Lewis and their four children, the family you may recognize from the viral 2014 Instagram of two dads doing their daughters’ hair before school. Acne reached out over DM (of course) and shot the photos at a New York hotel, according to i-D.
In an accompanying interview, Anthony describes the idea of a “modern family” as “an interracial couple, a gay couple, a heterosexual couple. A modern family is one that loves their children and loves to be together as one, despite their sexual preferences or the color of their skin.”
So yes, these particular ads have everything: an incredibly attractive, modern family; a tiny baby in a giant beanie; and a rainbow of rugby shirts. I wish I had $300 to spend on the actual Acne Studios version, but unfortunately for now I will be trolling the men’s section of ASOS.
See the rest of the ads on Instagram.