menu

How Playboy Is Rebranding For The Younger Generation

How Playboy Is Rebranding For The Younger Generation
Advertising

A series of artistic projects will be revealed in an attempt to breathe new life into the iconic American brand.

Plus Aziz
  • 1 july 2013

Playboy is working to re-assert itself into American youth culture through a series of creative initiatives, the first of which being Playboy Marfa, a roadside attraction by Richard Phillips in Texas. The brand will commission a series of art projects to reintroduce the company to a younger audience.

The installation consists of a giant Playboy bunny logo that hovers above a black Dodge Charger perched atop a concrete plinth. The art is intended to capture the spirit of the magazine in its heyday by juxtaposing the vast Texan landscape (which captured the imagination of Donald Judd decades ago) against a muscle car, a symbol that plays on America’s luxurious past and Playboy’s vintage aura. The initiative is spearheaded by Playboy’s new creative directors Neville Wakefield and Landis Smithers. Smithers was quoted by the NYTimes as saying:

We’re not going to be a retro brand… We’re challenging artists to capture the spirit of what Hef put in his first magazines. He talked a lot about sitting around with friends talking about politics, enjoying the company of women, jazz on his phonograph and drinking great whiskey. We want to take that and translate it to the modern era.

Thus while these specialized projects seek to leverage Playboy’s iconography, they walk a thin line between trapping the brand in its own past and making a deep connection with today’s young generation. Part of the strategy seems to be combining grit and glamour, but the overall strategy will only become clear once Playboy Enterprise’s next projects are revealed.

Beyond Playboy’s own agenda, it is interesting to acknowledge how this campaign reflects the company’s thinking about masculinity. Although creative intellect plays a more prominent role, age-old traditional elements (i.e. girls and cars) remain the symbolic cornerstones. It begs the question of whether masculinity has changed at all or if Playboy’s commissioned work misses the mark; you can be the judge.

Playboy

Advertising
Trending

Japanese Face Wash Creates A Perfect Rose Every Time

Arts & Culture
Mobile Yesterday

Get A Better Idea Of How You Are Wasting Your Time

The TouchTime app is trying to revolutionize personal task management by providing detailed insight on how to be more efficient

Culture Yesterday

London Telephone Box Repurposed As A Tiny Mobile Repair Shop

Tools and supplies to replace broken screens or damage are neatly stowed away in these micro-workrooms

Trending

Get PSFK's Latest Report: Future of Work

See All
Design Yesterday

Conceptual Sportswear Created Out Of Futuristic Condom Material

A Dutch fashion designer is experimenting with new methods and fabrics to make high performance clothing

Fashion Yesterday

Fashionable Tassel Will Ensure You Never Lose Your Valuables Again

The device is fashion meets connected tech, that will help you keep track of your belongings at all times

Syndicated Yesterday

Would You Wear Wool Shoes To Save The Environment?

As demand for wool shoes grows, a number of US footwear brands are heading directly to the source: the sheep pastures of New Zealand

Sustainability Yesterday

Self-Healing Material Is Fashioned Out Of Squid Teeth

Penn State researchers have devised a new textile that uses organic proteins

Arts & Culture Yesterday

Search Engine Turns Your Own Drawings Into Photos

This image-matching software accepts hand-made sketches instead of keywords

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 24, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Arts & Culture Yesterday

Illustrator Interprets The Experiences Of Blind Travelers

Artist Alby Letoy creates drawings of poignant travel memories for the visually impaired

Advertising Yesterday

Clickbait Titles Used For The Good Of Charity

An agency devised an unlikely campaign that uses clickbait as a positive force to drive awareness to nonprofit initiatives

Advertising Yesterday

The Best In Eye-Catching Olympics Campaigns

PSFK rounds out the Rio Games with our picks for the best advertising moments off the field

Work Yesterday

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Arts & Culture Yesterday

Transforming Light Waves Into A New Art Form

An artist uses glass treated with layers of metallic coatings to create a unique installation called lightpaintings

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Design Yesterday

This Windbreaker Lets You Explore The Outdoors While Charging Your Phone

The apparel includes solar panels that allow the wearer to stay connected through the power of renewable energy

Asia Yesterday

The Goal Of This Game Is To Not Get Laid Off From Your Job

A hit mobile app has you working really, really hard to not get fired as you climb the corporate ladder

Advertising Yesterday

Movie Critic Bot Guides Viewers Through Festival Offerings

The Toronto International Film Festival has created a Facebook Messenger chatbot to help attendants curate their schedule

No search results found.