The Signal, in concert with Westfield (and probably the City) have rolled out a new video campaign, hosted by a perky, pretty Valencian who highlights all the fashionable shopping Westfield Mall has to offer in videos done up in the style of a TLC reality show.
Really, it's kind of wild. No embeds are possible, but here's a screenshot and a link, go watch for yourself in case you haven't seen it on any of the standard social media coordinates:
If the various Shop SCV/Think SCV campaigns told you where you should spend your money, this new ad campaign shows you how fun it is to spend your money at Westfield. Gone are the lame 40 foot long bus decals, in is the perky, upbeat, fashionable, sexy and a bit flirtatious Nikki Phillippi, who uses the word "cute" in just about every sentence.
The fast zooms, odd camera angles, Extra,Extra! soundtrack and Nikki all make for a pretty compelling shop local package. You see, you too can be like Nikki, even though you live way out here in the sticks in Santa Clarita. Nikki is young, hip and fashionable and doesn't need to go to Northridge Fashion Center or Topanga Plaza to get her threads when there's plenty of cute spring and summer fashions right here in Valencia.
"I love to shop at the mall, and we've got a great one here in Santa Clarita," she says excitedly.
This is a campaign that directly targets what Westfield, the Signal, and the City think (hope) will be its primary customers/tax generators as we "infill" under OVOV and recover from the housing bust: young, fashionable women & moms who live in Valencia. It's a campaign that's trying to elevate Santa Clarita to the likes of say, a Woodland Hills or a Burbank, instead of a town surrounded by horse ranches, ridge-line destroying suburban sprawl, William Mulholland's greatest failure, and a truck stop in Castaic. You may think old Valencia is feeling kind of tired these days, filled with empty-nesters, Tea Party types, renters, and short sales, but it's not! It's a fashion center for the young, just like Silver Lake. Nikki likes it!
Also in the video is Nikki's husband, whose name I tried but could never catch. He looks like your typical SCV twenty-something, wearing a sports team shirt and tagging along with his wife and offering his opinion on her clothes, and even trying some on to her delight. I can only hope the producers make another series targeting 20 something SCV males, who will find that the SCV offers plenty of places to shop for raised-truck accessories, sports jerseys, and Monster energy drink decals. There's no reason to go out of the valley for those items!
On a side note: Ten years ago, John Boston, the SCV's official folklorist/old time/story-teller type, described for LA Magazine how he thought the SCV had struck a proper balance between its horse ranching/hog raising/cowboy ways and that of suburbia:
Nikki Phillippi is more than just an ad campaign you see; she is the fulfillment of all the Jeremiahs like John Boston who have been warning us for decades that we were destroying the SCV, bit by bit, development by development. Now, in 2013, and with the ultra-cute and hip Nikki Phillippi, the cycle is complete. We are all living in John Boston's personal dystopia.
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Shop SCV campaign goes to the next level; John Boston groans
Really, it's kind of wild. No embeds are possible, but here's a screenshot and a link, go watch for yourself in case you haven't seen it on any of the standard social media coordinates:
Image not recoverednikki.jpg
If the various Shop SCV/Think SCV campaigns told you where you should spend your money, this new ad campaign shows you how fun it is to spend your money at Westfield. Gone are the lame 40 foot long bus decals, in is the perky, upbeat, fashionable, sexy and a bit flirtatious Nikki Phillippi, who uses the word "cute" in just about every sentence.
The fast zooms, odd camera angles, Extra,Extra! soundtrack and Nikki all make for a pretty compelling shop local package. You see, you too can be like Nikki, even though you live way out here in the sticks in Santa Clarita. Nikki is young, hip and fashionable and doesn't need to go to Northridge Fashion Center or Topanga Plaza to get her threads when there's plenty of cute spring and summer fashions right here in Valencia.
"I love to shop at the mall, and we've got a great one here in Santa Clarita," she says excitedly.
This is a campaign that directly targets what Westfield, the Signal, and the City think (hope) will be its primary customers/tax generators as we "infill" under OVOV and recover from the housing bust: young, fashionable women & moms who live in Valencia. It's a campaign that's trying to elevate Santa Clarita to the likes of say, a Woodland Hills or a Burbank, instead of a town surrounded by horse ranches, ridge-line destroying suburban sprawl, William Mulholland's greatest failure, and a truck stop in Castaic. You may think old Valencia is feeling kind of tired these days, filled with empty-nesters, Tea Party types, renters, and short sales, but it's not! It's a fashion center for the young, just like Silver Lake. Nikki likes it!
Also in the video is Nikki's husband, whose name I tried but could never catch. He looks like your typical SCV twenty-something, wearing a sports team shirt and tagging along with his wife and offering his opinion on her clothes, and even trying some on to her delight. I can only hope the producers make another series targeting 20 something SCV males, who will find that the SCV offers plenty of places to shop for raised-truck accessories, sports jerseys, and Monster energy drink decals. There's no reason to go out of the valley for those items!
On a side note: Ten years ago, John Boston, the SCV's official folklorist/old time/story-teller type, described for LA Magazine how he thought the SCV had struck a proper balance between its horse ranching/hog raising/cowboy ways and that of suburbia:
Image not recoveredboston.jpg
Nikki Phillippi is more than just an ad campaign you see; she is the fulfillment of all the Jeremiahs like John Boston who have been warning us for decades that we were destroying the SCV, bit by bit, development by development. Now, in 2013, and with the ultra-cute and hip Nikki Phillippi, the cycle is complete. We are all living in John Boston's personal dystopia.
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