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Pringle of Scotland by David Shrigley and Ryan McGinley

While going through my twitter feeds(@poketo), I saw a tweet from Slate Magazine that said “Surprisingly entertaining animated video about a Scottish sweater company” so I clicked on the link.

It was an animation by the famed Scottish artist, David Shrigley commissioned by a company called Pringle of Scotland. Frankly, I didn’t know anything about this company before seeing the video but I soon found out a lot and I’ll tell you why and how shortly.

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The drawing by David Shrigley is so fun and charming, the animation, and music, perfect. The tone of the narration is so funny and light. I laughed out loud multiple times during the animation.

After the watching the video, I needed to find out more about the company, Pringle of Scotland. It wasn’t a simple sweater company as the video hilariously portrayed. It was a really high-end fashion label from Scotland. Their site features a section called ” Ad Film” where you can see Ryan McGinley’s film featuring the artiest of actresses of all, Tilda Swinton. It’s actually a really beautiful film. It brought back memories from 2 years ago when we went to Glasgow to launch the Poketo Glasgow Series.

How smart is their marketing? Commissioning David Shrigley to do a funny and quirky animation in time for the Milan Fashion show is so unexpected. I really admire their vision and confidence in their brand to know that they can produce, on one hand a total avant-garde poetry of a film with Tilda Swinton, and on the other an antithesis to what they’re really about, almost a satirical portrayal of the snootiness of the fashion brand that they are. They are so confident in their brand that they can just have fun with it.
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Oh and their clothes… ABSOLUTELY BREATHTAKING!
Next time I’m at Barneys or Neiman Marcus, I’m so dropping major dough on one of those beautiful coats…
uhm…j/k ;)

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