Gotstyle gets naked in new online campaign

Pixelated privates sell menswear retailer's call-and-shop online service

Pixelated privates sell menswear retailer’s call-and-shop online service

Buying menswear usually involves bricks and mortar, but a new spot for Toronto men’s fashion retailer Gotstyle shows it doesn’t have to. The need to shop may strike as a man is visiting his folks, walking the dog or, you know, hiding on a balcony in the buff as his lover gets interrogated by a suspicious husband inside.

That last scenario is depicted in “Naked Man,” a spot for Gotstyle that launched Tuesday on the retailer’s YouTube channel. Part of an integrated campaign by Gotstyle’s agency of record, Toronto’s Dorsey/Holme Experience (DHX), “Naked Man” highlights the retailer’s new online live-chat shopping service, whereby customers can reach an in-store Gotstyle stylist via their mobile or desktop computer and purchase items from the store.

Using either Skype (and a “Call and Shop” button on Gotstyle’s website) or Apple’s FaceTime, the video service is mentioned in a slate at the end of “Naked Man” that reads “Shop live online. Anywhere.”

The spot was a collaboration between DHX and Toronto’s Frank Content, which produced the spot.

“Naked Man” is currently only available on Gotstyle’s website and YouTube channel. DHX chief executive officer and strategist Stephen Dorsey said it was a natural fit for the campaign to go the online route given Gotstyle’s already strong online presence.

The store’s founder, Melissa Austria, has posted dozens of videos with fashion tips on Gotstyle’s YouTube channel—everything from what type of summer shorts to wear to different ways to wear a three-piece suit—over the past couple of years. The store has more than 6,400 Twitter followers and more than 2,800 Facebook fans.

Dorsey said there’s a possibility a TV version of the spot will be made, but whether or not that happens, DHX is releasing an online and Facebook game in November as part of the campaign. Dorsey said the game will have a bitmap style that “goes back to the old school Donkey Kong look.”

In the game, which is being developed by DHX and its digital partners, the Naked Man character will make his way down a building and away from his female companions and their angry boyfriends and husbands.

Gotstyle’s second retail location is opening in November in Toronto’s Distillery District, and Dorsey said the video shopping service element will be integrated and promoted at its kick-off event.

DHX, which dubs itself an “integrated innovation agency,” is a new agency led by partners Gary Holme (previously creative director at SapientNitro and group creative director at Publicis Canada) and Dorsey (who most recently founded his own B2B digital services firm, Dorsey Digital Media, and was previously with branded media solutions provider PlayNetwork). The start-up works with clients early in the creative process to learn about their strategic objectives so it can develop business solutions and deliver them across a large scope of media.

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