Archive for the ‘lynx’ Tag

We All Live In A Dream World

“No make that nightmare world”, says Archie from Northampton. But we’ll come back to Archie later.

Advertising exaggerates the truth, it seems. And for that reason two TV spots have been banned in the last couple of weeks.

First there was the iPhone advert. A popular product by a popular brand – but not as fast at web browsing as the product demo suggests:

More controversial was the DFS rockstar ad. DFS shrank its actors to make their sofas look bigger.

Readers of the Daily Mail went ballistic. And sarcastic. And helpful. And then there’s good old Archie in Northampton, rightly sick of “sutpid ad people” and the “iditos” signing it off at the client end.

daily-mail

DFS are not like Apple, and they suffered a greater backlash.

On TV’s Worst Adverts, one star of the greenscreen denounced his role in the DFS ad and the furniture company’s Machiavellian creative.

tvs-worst-adverts

So what about Lynx’s advertising? Over the past few months, Lynx have been promoting their new deodorant Dark Temptation.

The product demo in their TV spot reveals a feral, cannibalistic world where women gorge on the poor deodorant user. At one point they literally tear off a limb.

So when does the dream world become a nightmare?

I’ve been reading an excellent book by New York Times columnist Rob Walker – I’m with the Brand. This quote bounced out at me today – from a Unilever exec (responsible for Lynx):

“Everything that we do, we test with both moms and young women. We want to make sure that people know it’s an over-the-top, tongue-in-cheek take on the mating game.”

Even with “dream world” ads like BBH‘s campaign for Lynx, there’s a need to verify that the dream is dreamy enough.

And reality? The truth – and nothing but?

In this new age of austerity, I’d imagine there is a strong probability we’ll be seeing much more of that.

Previous banned ads:

The Motrin momtroversy and Nike That Ain’t Right

Global billboard bans

Heinz homophobia