The best a man can get?
I think I'm pretty forgiving when it comes to bad advertising. I'm naturally interested in all ads, because I'm curious about the strategic approach they use, so I'm probably more willing than the average person to find something good in a bad ad. But every once in a while, an ad comes along that is so bad that it drives me completely insane.
There is a new spot for Gillette deoderant that starts off with a closeup of the product and a voiceover that says, "Guys like technology." The deoderant package then sprouts three CGI limbs that make it look like a swiss army knife - somehow these represent three qualities of the product that are "technology." Enter hunky pitchman from the shower, followed closely by his towel wrapped babe. The deoderant snaps shut and the woman gasps as though she's been frightened by the man's newfangled tech toy (yes - the deoderant). There are so many things I find obnoxious about this ad that it's hard to know where to begin.
Let's start with the opening salvo - "Guys like technology." So are we to presume that they're talking to the ladies then? I thought this was an ad for a men's product? Ok, for the sake of argument, let's assume that they're trying to ostensibly reach both men and women. Why do you have to beat us over the head with "Guys like techonology"? Who are you trying to convince? Me? The client? The CCO? It's almost like the copywriter given a brief that said "Make sure to remind them that they like technology before you show them how the product is just like technology." Which leads me to my next question, what the hell does deoderant have to do with technology? Honestly, I don't remember what the three "tools" that open up off the deoderant stick represent, but they sure did look cool. If I see this ad again I'll note what the tools are and update this post, but it doesn't really matter. The bottom line is that it's deoderant, not the new iPhone.
I guess what really bugs me is the way the ad speaks to people. To men, it says, "Hey - you like tech toys, and this is just like those. So you like this too. Don't ask why, you just do." Worse yet, to women it says, "You're probably too dumb to understand why, but your man loves tech toys. I know you're afraid of them because they intimidate you, but just buy this one for him. He wants it."
Just a few weeks ago I bought an old ad for Leo Burnett off eBay. The copy speaks to the Gillette ad above pretty well.
There is a new spot for Gillette deoderant that starts off with a closeup of the product and a voiceover that says, "Guys like technology." The deoderant package then sprouts three CGI limbs that make it look like a swiss army knife - somehow these represent three qualities of the product that are "technology." Enter hunky pitchman from the shower, followed closely by his towel wrapped babe. The deoderant snaps shut and the woman gasps as though she's been frightened by the man's newfangled tech toy (yes - the deoderant). There are so many things I find obnoxious about this ad that it's hard to know where to begin.
Let's start with the opening salvo - "Guys like technology." So are we to presume that they're talking to the ladies then? I thought this was an ad for a men's product? Ok, for the sake of argument, let's assume that they're trying to ostensibly reach both men and women. Why do you have to beat us over the head with "Guys like techonology"? Who are you trying to convince? Me? The client? The CCO? It's almost like the copywriter given a brief that said "Make sure to remind them that they like technology before you show them how the product is just like technology." Which leads me to my next question, what the hell does deoderant have to do with technology? Honestly, I don't remember what the three "tools" that open up off the deoderant stick represent, but they sure did look cool. If I see this ad again I'll note what the tools are and update this post, but it doesn't really matter. The bottom line is that it's deoderant, not the new iPhone.
I guess what really bugs me is the way the ad speaks to people. To men, it says, "Hey - you like tech toys, and this is just like those. So you like this too. Don't ask why, you just do." Worse yet, to women it says, "You're probably too dumb to understand why, but your man loves tech toys. I know you're afraid of them because they intimidate you, but just buy this one for him. He wants it."
Just a few weeks ago I bought an old ad for Leo Burnett off eBay. The copy speaks to the Gillette ad above pretty well.
posted by zach at 9:24 PM
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