Pantene ad flaunts in colossal proportions
advertising | October 3rd, 2008 by daveWait a sec, this ad is for a hair-care product? My bad, the exploding cleavage threw me off. Oh there it is, in the the tiny barely readable circle of copy next to the model’s ear, “Make sure your hair is the second thing he looks at.” Once again, douchebag advertising.
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October 6th, 2008 at 11:16 am
This kind of work, this kind of thought(less) process, is why I started our ad agency, The Zlotnick Group. This kind of big-dick, empty-head and ultimately, bad-business strategic thinking. What you have here is a failure (on the big dick’s part) to communicate (to “talk to” as in a dialog, as in trust and relationship) to Pantene’s target audience (that would be the customers who, in order to buy Pantene, would have to think, hey, i want that, i like and trust you for telling me that, yes, yes, it really is all about my boobs, so first i better get them fixed so i can get noticed, oh, thank you, Pantene! now I must get back to my typing for Mr. Draper…). Are Brazilian women cool with this? Are American women? And, hey, are even American (whoa!)men, after they got their mental rocks off, really cool with being part of this collective shame they’ve been trying to shed? And how, we know you ask, does Sarah Palin figure into this? It’s about trust, about authenticity, about not just rethinking things we need to fix in ourselves and in this country, but about ringing true in doing so…. it’s ok, it’s good and positive to “sell” — including to sell one’s self (we sell ourselves to build trust to sell our ideas — big diff between selling one’s self and selling one’s soul). Palin’s unblinking wide-eyed “sell” euphorically boosted her and her party’s soft ratings, like a blood-pumped pulp fiction erection…but if she doesn’t ring true the morning after, in the tested relationship, the sell won’t stick. And worse, for her and her party, the brand, the trust will be damaged for the next sell, the next try at selling one’s self to promote one’s ideas. — Jan Zlotnick, Creative Director, The Zlotnick Group, NYC http://www.thezlotnickgroup.com