As 12.4 million Americans tuned in to watch the VMAS, the television screens lit up with Beyonce’s rumored pregnancy, Nicki Minaj’s delightfully outrageous outfit, and Tyler the Creator’s explicit acceptance speech. The glitz and glamour of the overly scripted awards show captivated it’s audience and viewers alike.
As much as I loved being with my friends and mindlessly watching celebrities parade around, there was one commercial in particular that stood out to me. PacSun’s new “Dress Irresponsibly” campaign confused me the first time it came across the screen, made me frown the second time, and after the third time I had to Google the absurdity of it.
According to Gary Schemed, Executive Officer of PacSun, "Dress Irresponsibly is about enjoying life, friends and embracing one's own sense of style." That line does not match the commercial I viewed multiple times throughout the evening.
According to the PacSun website, the line “aims to position itself as the go-to brand for teens”. With this in mind, I have to admit, the shot of a group long boarding got a good laugh out of me. By saying “go-to brand for teens”, they must mean “the go-to brand for the self-selecting population of hipsters.”
Maybe I’m being too harsh! I mean, if embracing “one’s own sense of style” means that we should cut up jeans, strip down on the highway, and throw mud on our v-necks, then PacSun definitely got their point across.
In my opinion, PacSun has lowered their standards.
To the youth of America: Stay classy.
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