I remember a commercial for some new, sexy, leather seated, streamlined, babe-attracting car a couple years ago that was particularly clever. It started with a newlywed couple leaving the bride’s parents’ home. About to drive off for their honeymoon—in babe-attracting car—the bride’s father had a few stern words with the groom about his intentions with the blushing bride.
The groom smirks:
‘I have the same intentions that you had for your wife on your honeymoon.’
There was a horrified look on the father’s face, a quick goodbye, and the couple sped off into marital bliss.
Ads like these are witty, memorable and clever in their own clichéd way—a wary father encountering his new son-in-law’s sexual prowess is hardly a ground-breaking motif. While slightly sexist, the commercial hit the mark and sold its product as a hot, sultry, vehicle ideal for whisking away your hot, sultry bride.
There are other advertising campaigns, not so witty, but equally—unfortunately—memorable.
Toyota took its first dive into social media recently, using the popular networking site Facebook to promote a competition: ‘Clever Film Comp’. Contestants were asked to enter a short film, commercial length, that promoted the Toyota Yaris, a car that sells mainly to young females.
Users on Facebook watched each entry and voted for their favourite—the winning video to receive the $7000 first prize—one that, as specified in the contest rules, must ‘not be immoral’.
The winning clip, ‘Clean Getaways’, did not exactly fit the criteria.
‘Hello, I’m horny!’ opens the clip brightly, setting the tone for what’s to follow. And what follows are a string of innuendos, like ‘I hope I haven’t come too prematurely’, ‘She can take a good pounding in any direction’, and ‘I’m ready to blow’. It ends with ‘I’ll have her on her back by 11’.
The commercial has been labelled ‘sexist’, ‘offensive’, ‘juvenile’ and ‘incestuous’. Various complaints were made on the competition’s Facebook page, including: ‘This is 2009! Women should not have to be dealing with this vulgar objectification.’
The ad was even screened to Toyota’s media unit before it was released. Toyota spokesman Mr Mike Breen said it was ‘generally judged to be OK’. How can a professional media team and a highly regarded advertising company like Saatchi & Saatchi get it so wrong?
Advertising is a direct portal for business to enter into the world of the consumer. By creating a story, adding a touch of humour or heartbreak, businesses can connect intimately with their potential clients. It shows them that the people who sell stuff are just as human as the people who buy stuff. It is an appeal to pathos, and it can work well—if you do it right.
