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Epic Fail for Armani Exchange Ducati Ad

FA10 1600x1024 5 thumb1 Epic Fail for Armani Exchange Ducati AdArmani Exchange has launched a new 3-D Ad campaign for their fall 2010 collection that prominently stars a black Ducati 1198S in addition to suitably gorgeous male and female models. There is just one problem. No-one told Armani that the throttle on a Ducati (and every modern motorcycle) is on the right, not the left!?

The inspiration for the use of 3-D in the campaign (print ads will appear next month in magazines with glasses attached) apparently stems from a survey showing that Armani customers are ‘tech savvy’.

“Our customers live in cities, are very wired and are early adopters,” said Tom Jarrold, chief marketing officer of A|X Armani Exchange. “A survey we did showed that half our customers had an iPhone or a BlackBerry two years ago.”

link: Upscale Swagger

If its impressive that Armani customers are prepared to put on cardboard glasses to look at a print commercial, what isn’t impressive is that they mustn’t know much about motorcycles. Check out the video below and note how our hero blips the throttle on the Ducati showing off his leather fingerless gloves along to a 4 cylinder sound track (I thought Ducati built twins).

But the gloves and the soundtrack are the least of the worries. The model blips the throttle with his left hand, yes the one that doesn’t grip a throttle!

I’m a bit out of touch but I believe this is what the kids call an Epic Fail.

Its not all bad though. A|X plans to sponsor a sweepstakes where a customer can win a Ducati Superbike, motorbike riding lessons and a $1,000 Armani Exchange biker-chic wardrobe. If I win, I am so getting those gloves!

Oh and Armani, next time, can we have the girl draped over the bike?

What do you think? I am being too fussy? Chime in with your views in the comments section below.

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This entry was posted on Thursday, August 12th, 2010 at 9:19 am and is filed under Opinion. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

3 Responses to “Epic Fail for Armani Exchange Ducati Ad”

  1. Don’t blame Armani. Blame the ad agency’s creative team. Are you telling me not one member of an ITALIAN advertising agency making ads for an ITALIAN company owns a motorcycle? Pretty hard to believe.
    No, you’re definitely not being fussy. Personally, I can’t decide which part of me is more irritated: the motorcyclist or the ad man.

  2. [...] Epic Fail for Armani Exchange Ducati Ad | Ducati News Today [...]

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