Hey Moms--Let's Discuss This 'First Day Of Kindergarten' Ad Nine West Is Running
August 4, 2014
Let me begin by saying, I have a sense of humor. I get the tongue-in-cheek tone Nine West was going for with their Fall 2014 ads and I usually applaud brands that take a risk instead of playing it safe. But I’m going to go ahead and say these new Nine West ads are a #fail–they never should’ve been released.
The one above is aimed at moms shopping for the first day of Kindergarten and the one below is aimed at women looking for a “starter husband.” Yes, a starter husband.
I’m gonna leave the starter husband ad alone because, well, I don’t feel like I should have to explain why this is just wrong. Plus, there are many a feminist blogs that will undoubtedly take Nine West to task for this one.
Instead, I’m actually more annoyed by the First Day of Kindergarten one. First, did they even proofread the darn thing? “Then it hits you: mommy now has the weeks off.” What? Assuming their intended message was, “Yay your kids are going back to school, life is gonna be so much easier, let’s celebrate by buying a new pair of shoes,” I just have one thing to say: no. Just. No.
A few things:
1. Shoe shopping does not heal all sadness. I’m a fashion editor/shopping addict, so yes I can say this with some authority.
2. Life is anything but easier when your kids go back to school. Homework, lunches to be made, sports practices, play dates, 7:30 a.m. drop-offs–does that sound like “weeks off.” No. It sounds like a freakin second job.
3. Isn’t the first day of Kindergarten about your kid? So why exactly does mommy need a new pair of 4.5 inch heels?
4. Why are there only 5 pairs of flats deemed “first day of Kindergartern”-appropriate, but 11 pairs of heels all displayed before the flats which are relegated to the bottom of the page? Are we seriously suggesting moms show up at the bus stop at the crack of dawn in sky high heels?
Again, I’d like to reiterate that I do actually appreciate when brands push the envelope a bit, but this just feels insulting to me as a mom. My kid’s first day of Kindergarten is an important milestone and if a brand wants to convince me to buy their shoes, belittling the occasion and completely missing the mark on what it is to be a mom with school-age children is not the way to do it.
What do you think? Do you appreciate the non-traditional route Nine West went with their ads or are you kind of annoyed, too? Share your thoughts in the comments.
[Photo: Nine West]