on Mar 11th, 2005
30 seconds to get it right
As a new and relatively obscure owner of an even more obscure business, I am learning much about the world of advertising. Every day I am bombarded by advertising ad nauseam, some of which works very well, and some of which repulses me from the product all together. Take the iPod craze, for example. I now own two of Apple’s hugely successful iPods, an iPod mini and the super sexy iPod shuffle. Wait, did you read that? Evidently I don’t own an iPod shuffle, I own a “super sexy” iPod shuffle. Kudos to Apple for being able to slam a market in just the right way such that the advertising elevates the product above it’s real value.
On the other hand, there are some ads that I have to wonder about. Those 80’s-esque Aqua Velva ads that recently hit the airwaves are far from effective in getting me out to my local WalMart to purchase cologne. And what about the thousands and millions of dollars that went into those horrendous “Rip, Slip, Brush, Ahh!” ads for portable tooth brushing? Seriously, you want me to wander the subways with my dominant phalange shoved in my mouth? When did that become sociably acceptable?
Some advertising goes a bit too far. In my twenty-some-odd years on this planet, I have come to accept that I will view millions of ads for feminine hygiene products. Pads, tampons, feminine odor sprays, creams, wings, narrow, absorbent –all words and concepts I am familiar with. Sure. Fine. Whatever. But one company recently crossed a very delicate line with me. In a 30 second spot for some company pimping their particular posse of pads, I watched one women ask if her current brand helped prevent stickiness and odor.
Umm, yeah. Stickiness and odor. I’m clearly not a women, but would those words, associated with that particular product, ever get me to purchase? I feel the rule should be thus: if it’s uncouth to discuss the dirty details of toilet paper and how it betters human life, let’s apply that principle to feminine hygiene products, k? Why so sensitive about this? I was eating dinner. Grrr.
But I digress.
Some advertising is just plain serendipitous. Our Beloved Lady of the Cupcake, Martha Stewart herself, has recently arrived home from prison to begin stage two of punishment -chillin’ in her huge [edit] crib. Watching TV last night, I noticed that recently revived Kmart is again running ads for their Martha Stewart line of products. In fact, they are doing a sale on these products -up to 25% off. Ordinarily, this would be called a White Sale. How has Kmart chosen to promote the sale?
Come find amazing deals at the Martha Steward Home Sale with saving up to 25% off.
Yes, Kmart is having a Martha Steward Home Sale. Coincidence? I don’t know. Funny? Absolutely.
So as testMonkey designs pushes further into the ugly world of business via advertising, all I can do is hope the right decisions are made and that my product line never finds itself in jail.
Can I just add that the stupid Carl’s Junior ad with the baby in the womb yelling at his mother what to order makes me want to puke, hurl, barf, do the technicolor yawn. Do they really think that this is going to make me want to buy their hamburger? Did some ad guy come up with that at three in the morning? Seriously this little kid tugging on his amibilical cord has shades of the Little Assasin by Ray Bradbury. It is the most tasteless thing on the air waves today.
I must, distastefully, disagree. Carl’s Jr. has done a great job of targeting their correct demographic: 18-35 year old males (in other word, me). The subtleties of his expressions, mixed with the gang-esque signs he was throwing down, made for darned-funny advertising that works (for me, anyway).
yeah, that carls jr add makes me cringe. Its pretty stupid if you ask me (age 20… male…)
After reading Testmonkey’s comments, I did an informal poll of the women I work with about whether they EVER talked to their friends about their feminine hygiene protection. While they WILL get OB-GYN recommendations from each other, it is our unanimous opinion that no woman would ever a) talk about odor with each other (unless it was to gently suggest that she do something about the “funk”), b) ask each other about the comfort/stickiness factor — FORGET about asking random strangers, or MOST IMPORTANTLY c) DO IT IN THE AISLE OF A GROCERY STORE!!!!
This ad was OBVIOUSLY created by some stupid man who didn’t have sisters to enlighten him at an early age, a long term relationship with a woman, or just plain common sense.
DUGH!
Also, as someone who takes the subway on a regular basis, do you know the amount of germs that you pick up just by using the handrails? (Shudder! EWWW) I don’t care how long the opening is on my handy new portable dental care product, it’s not going to happen. NO WAY! That’s what toothbrushes are for.
Also, if you start dancing and singing in the NY subways, you are either a tourist, a struggling musician, insane or some combo of the above that is to be avoided and ignored AT ALL COSTS.
amen, sister!