SKIMS SWIM

THE AD:

Skims’ latest marketing campaign features a massive inflatable figure of Kim Kardashian wearing the brand’s new tide blue color bikini placed in the heart of Times Square. This oversized out-of-home (OOH) installation is an attempt to generate buzz and social media engagement by leaning into the current trend of large-scale advertising spectacles.

WHY IT DOESN’T WORK

• It is honestly very unsettling and kinda terrifying, in my opinion. While oversized marketing stunts have been successful in the past (think the Giant Oregon Duck Float, though I might be a little biased), this particular execution feels off-putting. The exaggerated proportions and uncanny realism make it feel more eerie than engaging

• It lacks the aspirational appeal that defines SKIMS. The brand is known for sleek, minimalist, and aspirational branding, but this campaign leans more towards a gimmick than luxury. It feels disconnected from the usual SKIMS aesthetic.

• SKIMS missed the mark on cultural virality. The best oversized marketing activations go viral because they feel fresh and witty. This one just feels forced. Instead of sparking organic conversation, it gives me the impression of trying too hard to follow the trend.

TAKEAWAYS

• Bigger isn’t always better: Just because oversized OOH ads are trending doesn’t mean they work for every brand. The execution should feel natural to the company’s identity.

• Know your brand’s core appeal: SKIMS thrives on subtle sexiness and modern simplicity. This campaign leans too far into spectacle, losing what makes the brand aspirational.

• Authenticity wins over forced virality: The best campaigns feel organic to the cultural moment rather than a blatant attempt to chase engagement.