Nicole Richie is best known for her hit reality show, "The Simple Life." The show is entering its third season on January 26th and co-stars her best friend and Hilton heir, Paris Hilton. Last season, The Simple Life was the #1 rated show for ages 12-24.
Commenting on the campaign, Nicole Richie, stated, "Bongo is a fun, young line and I think I am a good person to represent the brand. So when they approached me to appear in the ads I was really excited to do it."
Dari Marder, Creative Director, Candie's, Inc., stated, "The concept behind the campaign was glam, sexy and feminine which was easy to accomplish with Nicole. Nicole has a great sense of style that we feel embodies the Bongo customer, so we could not think of a better spokesperson."
The Bongo advertising team wanted to ensure that Nicole was comfortable on set since it was her first endorsement deal. So, the group went to the extreme of having her boyfriend DJ AM, spinning Nicole's favorite music on the set, as well as having a custom BONGO denim doghouse built especially for her two puppies, Foxxy Cleopatra and Honey Child. To top the day off, they catered a glamorous lunch of KFC, Taco Bell, In-and-Out burgers, Pink's hotdogs, topped off with Krispy Kreme donuts all served on silver platters.
The ads feature Bongo Spring '05 products available in department and specialty stores nationwide. The campaign was shot by celebrity photographer Moshe Brakha and created by Candie's, Inc. in-house marketing and creative team. Nicole will make public appearances on behalf of the brand.
