This ad emphasiezes a clear geographic segmentation because it will not speak to everyone because it is based on religious references, more particularly from the paint “The Last Supper” of Leonard De Vinci. Maybe Buddhists or Muslims couldn’t understand the cultural subtlety. Also the choice of a such image is also to represent the uniqueness, exclusivity, the quality, the “divinity” of the brand because it’s a Christian religious image very important and with a strong message.
The brand wants generally to reach a target audience from high social class and you feel it in their campaign, they appeals to a target with a certain knowledge and reasoning. You also see that they want to attract trendy young women and mainly open-minded! If a woman from an older generation who’s more “pious” and believer sees this advertisement, she will be shocked but in the wrong way and she will find it outrageous and whatever. Here a woman between 20 and 35 years old will have another perception of it and will understand and even like the use of such a famous image.
This sort of shocking advertising is also a way to get new customers, new users of your brand because what shocked in a good way will also interest because the person that will understand and appreciate the message of the ad, they will like and be attracted by the spirit, the atmosphere and the touch of marginality of the brand. In the ancient painting from Leonard De Vinci, we see only men at the table. So we could interpret the message as a bit feminist that claims the equality, the sexual freedom and the independence of the female sex.
Of course, there are other versions of the original painting:
Andra Androniciuc
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