Why Surrealist Marketing Is Having A Moment

In recent months, leading global brands have been utilising surrealist marketing to cut through the noise. And here’s why!

As technology continues to make its way into every aspect of our daily lives, marketers have pounced on the latest tech trend in order to grab people’s attention and drive growth for their brands. Surrealism is the new ‘it’ trend that all of the cool brands are jumping on. So what exactly is surrealism when it comes to marketing? We’ve got everything you need to know, right here. Without further ado, let’s jump on in!

What is surrealism?

Surrealism is an art movement that emerged in the early 20th century and explores the realm of the unconscious mind, dreams and the irrational aspects of human experience. Surrealist artists aim to break free from traditional artistic conventions and challenge logic and reason by creating pieces of art that utilise irrational juxtapositions of imagery to create a surreal narrative. Surrealism aims to unleash the creative power of the unconscious mind and challenges conventional thinking. Some key surrealist artists that you may recognise include Pablo Picasso, Salvador Dali and Frida Kahlo!

How are brands utilising surrealism for marketing purposes?

In recent months, many lifestyle and fashion brands have been incorporating surrealism into digital marketing campaigns to captivate audiences, evoke emotional responses and leave a lasting impression on viewers. Esteemed brands such as Jacquemus, Isabel Marant and Louis Vuitton are taking inspiration from the 20th century art movement but putting their own contemporary spin on it, leading to some of the most bizarre, innovative and exciting marketing campaigns that we’ve seen in a long time!

• Jacquemus 

One of the top surrealist marketing campaigns over the past few months that has caused a huge stir in the world of marketing was created by global fashion giant, Jacequemus. The brand sent giant versions of their iconic bags down the streets of Paris as if they were buses. The incredible technology makes the stunt seem so real and that is a huge part of why it has produced such great results for the brand. At first glance, it is definitely believable that these handbags were *actually* driving through Paris but on closer inspection, you realise that it is probably just CGI. The believability is what makes the campaign successful and other brands could certainly learn something from this!

• Isabel Marant 

Just a few weeks ago French fashion label Isabel Marant, staged a stunt dubbed ‘attack of the giant toothpaste’ outside one of their Paris stores during fashion week. Just like Jacqemus, the stunt seems so life-like at first and it’s only after a few seconds that you realise that it can’t possibly be real! Marant teamed up with artist,  Yutaka Sone to bring their vision to life and created a visual representation of their brand values ‘where fluidity meets radicaility’. Overall, it was a pretty successful marketing stunt that led to tons of TikTok views across the world.

So, why now is the right time for surrealist marketing?

In the current climate, many of us are seeking escapism and want to find the extraordinary in the ordinary. Surrealist marketing takes advantage of this by simultaneously shocking and delighting viewers. Bold, dramatic and unconventional approaches to digital media have become a necessity if brands wants to cut through the noise from overcrowded social media platforms. By leveraging surrealism in marketing, brands can differentiate themselves, create memorable experiences and establish strong emotional connections with their audience. The surrealistic approach allows brands to break free from traditional marketing norms and make a lasting impact in the minds of consumers.

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