Do you like memes? Do you like shopping for clothes? Do you enjoy anime? Well if I told you that you can get all of these in one cringey ad?
For those who haven’t be attacked by these targeted ads, Express has put out a series of advertising reflecting popular memes in anime in a weird attempt to increase their customer base. The first ad I saw that referenced an anime meme came from the popular card game anime, Yu-Gi-Oh! and the second, from another popular anime, Jojo’s Bizarre Adventure. It’s not unlike Express to “borrow” from pop culture to gain new customers but does your average anime fan even shop at Express? Would a typical Express shopper even know the reference? I doubt someone’s going “Oh boy! Express referenced a popular anime! Let me give them all my money!” after seeing these very ads:
Outside of a few graphic tees, I’d doubt Express has the merch to keep fans of anime even remotely interested in shopping their wares. It feels fake and obvious. Given how badly the brand is doing, it makes sense why they are throwing anything at the wall to see what sticks. Someone should really read the room when it comes to these horribly traced ads. They look unpolished, rough and unpleasant. Whomever is in charge of marketing needs to create something that’s organic and true to their brand. They are desperately chasing meme culture and failing miserably at it. Everyone can’t be as cool as Arby’s.
Do better because it’s giving Pander Express.