This is a FLYING MACHINE AD that has recently been published in PRINT media in India.
Sure, there are strong objections to this ad from Women's groups, but Arvind Mills - the Brand Operator is just brushing the objections away.
Levi's apparently had a similar campaign that went 'All Asses were not created equal'.
Just to be on the SAFE SIDE - the copy on the right side of the ad tries to SANITISE the sensational headline - but the point is - WHO READS the small print ??
This is - AN OLD WINE IN A NEW BOTTLE.
SIMPLY SAID - USING SEX TO SELL!
Isn't it just a version control on selling SEX?
- I don't see why mankind should be ashamed of something we (at least men) always think about naturally.
- Anything Product or Service that is riding ON THE SEX platform actually has to the WORK REALLY hard - because - well, its benchmarked with SEX!
FCUK for example is just AWESOME as a product.
- Attention grabbers only last for a few seconds unless they really live up to the REAL requirement of the consumer. No one will BUY YOU for the titillation!
- Sexy, endearing names DO LAST. I mean, who how can forget VIRGIN:
Long story short - Sell Sex with your product ONLY IF ARE BETTER than it!
Right or wrong, the hard fact is "sex sells".
This image sums up the human behaviour
As for arvind mills - I'd say this is out of the line, desperate attempt.
You forgot the Axe ads. They're what actually made sex not just sell, but drive people crazy in the Indian ad space.
Besides, it will be hard to wholeheartedly agree with this article. Sex does sell, but not without the product. There are a myriad of other deos and soaps out there attempting to 'Do an Axe' but failing miserably at it coz their product sucks.. It has more to do with all IMC coming together to support the campaign, rather than just one print ad.......good read nonetheless (Y)
Well, I would rather call this "using sex to grab attention" !
And it works both with men and women (although the ladies are usually a lot more discreet)
I do totally agree that once the attention of the potential customer has been obtained, your actual product or service has to be pretty damn good not to be dismissed out of hand.
BTW, I don't find the ad offensive (but then again, I'm a doctor, so I'm not the best benchmark here !)
@Jyothi: You've elucidated the female perspective.
For men .... it's just "sex"
@Jyothi: But why Daniel Craig ?
Pierce Brosnan - now *that* I could understand.
@Jyothi: Daniel Craig always seemed to be all brawn and no brains. Brosnan was far more suave and cultured :D
But hey - I think that the discussion is going off track !
+1 on that :)