Sex is smell!

Sex is good. Sex in life is better. Sex in advertisement is the best shot the agency can give.

I don't clearly remember the first time I saw an Axe/Lynx commercial but I do remember most of their ads. Why? Sex, of course. Sex appeal.

When I first took on my MKT202 course and I read "sex appeal" as an advertisement theme category, the first I thought of was Axe. The oozing, feminine sexuality..the lanky men and their rib cages protruding..who could forget those ads? Axe was a success. Without a doubt. But its been more than a decade now and every single male deodorant ad is still...yes still..following, copying (shamelessly not even modifying) the age-old "you smell good you get women idea"

Denver
Wild Stone
 Addiction
Set Wet Zatak

 

Cholo Bohudur...Kotudur?

I thought I would write on GP's revamping campaign the moment it was launched but I waited for reactions- reactions from both the advertising and non-advertising world. People in advertising secretly loved it, openly hated it. I couldn't overlook the jealousy my colleagues in various agencies felt about the execution of the campaign. I cannot deny the beauty of the execution either. The moment I saw the ad, I wanted to pick up my cellphone and wallet and head to destination unknown. Isn't that what a successful ad is all about? That emotional pull that ignites a desire in you TO DO SOMETHING?

These kinds of ads sell no products or packages or services or offers. These ads are the decoration of a brand, a brand that can DO! Honestly, I am not a Grameenphone user. I find their call rates too expensive and nurture a hatred for their office that causes misery to my everyday journey to NSU. But would I not be a hypocrite if I deny the power of the brand and the power of the ad? Yes, there were flaws. I cringed at the voice-over and its tacky pronunciation of 'Shift Delete' and 'Excitement'. I expected a heavy, powerful voice that would create goosebumps. Other than that, I could not find anything to complain. I applaud Applebox for the video quality and Grey for capturing the latest trends in Bangladeshi lifestyle- surfing, female scooter riders and the overall sense of powerfully unleashed freedom.

When I had joined Bitopi in 2012, my journey had begun with the pitching for this campaign. We lost but I learnt a lot. Maybe that's why I am being biased towards it but who would not agree that Cholo Bohudur is a powerful line to restart the journey? Vague but powerful!