So, let's look at http://aeiou.expresso.pt/sexo-na-publicidade-adivinhe-onde-esta-a-marca-fotogaleria=f697484 , as promised yesterday. And let's do a quick analysis:
1) The brand might make some sense in this ad – but actually, it is completely crushed down by the model. Even the idea that is blistering hot at that moment is not immediate – how many persons have actually noticed the melting radio in the image?
2) This is a very funny and surprising ad. It really is different and it drives attention to understand what happened in that salad. But the brand has no tradition in this advertising language. The big question here is to understand the alignment of this ad with the brand’s strategy – maybe it actually makes sense
3) Too subtle. I don’t really get any branding here. Unless the target is very specific with the brand and this is actually clear to it, I would dim it a waste of money.
4) Spot on! This ad breathes sexual attraction that is exactly what the brand sells to its consumers. And it does it in a funny way. I am sure you will remember this ad and brand longer than all (or almost) the other ones in this collection
5) The branding here is a lot stronger than in the first Perrier ad. So, everybody will understand it is Perrier – the only point is what does it have to do with a nice bottom? Maybe it helps you be in good shape, maybe there is some sort of association to a higher social class – the point is, as a stand alone ad, I have some doubts here.
6) Axe is about attraction – so it is more than ok to use images like this, it actually, is almost compulsory. I just think that branding should be stronger – with a bigger pack, maybe? Apart from that, it makes sense.
7) Perfect! Great association between ad and product benefit.
8) This is a very good ad from Hawaiian Tropic – and it makes all the sense to use bikinis for a sun tan brand. I would probably just improve visibility of the message (“Extreme Waterproof”) that unfolds the meaning of the ad – probably by placing it at the feet of the model (and this would elect me to a major discussion with my creative agency…)
9) I really don’t know what to say about this ad. I understand the message – but I am not very sure if it is the trigger that would make someone register in a donor database…
10) This is a good ad, in my opinion. Even because of positioning as a street billboard – you never know what can happen on the street and want always to look your best…
11) Again, Durex shows it is one of the brands that can use sexual innuendo, as it is part of their brand proposal.
12) I always found it difficult to advertise cars – because, nobody outstands itself. Most of the ads are very similar. This is a little different, but, on my opinion, still falls short of presenting a strong reason or of creating a bond that is compelling to drive a buying decision
13) For a masculine magazine – it makes sense. In my view, “let’s keep dreaming of a better world” is a strong connector to the image that is presented, as part of a “men’s world”.
14) Again, Wonderbra is a brand that is entitled and should use sex to sell – it is part of their brand core
15) Ok, let’s use a sexual innuendo image. And it has some glamour. And is emotional, to try to establish the necessary link with the potential consumer. Bread is not easy to sell – so, if you actually have it in your communication DNA that you should be using sexual promising images and you are consistent about it – why not?
I hope that these examples drive the point. It is more than ok to use sexual images if it is part of your brand – whether it is part of the product core (like Wonderbra and Durex), your brand promise (like Axe) or the way you consistently communicate your brand (like it might happen with Kohberg). The product then plays a relevant part in the ad, interacts and flirts with the consumer mind and will leave a positive and lasting feeling in its brand. But if you don’t have anything to do with attraction or sex, using it seems just a cheap and ineffective way of driving attention – and the consumer will soon forget the association with your brand (let me be more explicit – you might remember the bottom on ad number 5, but do you remember the brand?)
And now, the analogy we just did with sex can actually be fitted to many other subjects in the communication world. It is a very simple rule that many good advertisers forget – your product or brand needs to play a relevant part of the ad, that actually is strong and fast enough to endure a positive and enduring memory and feeling in ths consumer heart. If you need to think to much about the part of your product, you probably should brief differently or move to a different angle.
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