Showing real women in advertising typically gets a ho-hum reaction from me. Let's face it, it's usually not much more than a publicity stunt.
And there's always photoshopping. Lots of it. Because you know and I know that the photographers and stylists would rather have been working with professional models than with real women and all their "flaws."
But not this campaign.
It's from Sport England. The goal of this campaign is to encourage overweight women to exercise. No fat-shaming, just real empowerment. There's a sincerity conveyed in this spot that's typically lacking in advertising using real women.
Set to Missy Elliot's "Get Your Freak On," the spot shows real women exercising, pushing themselves, competing — and it makes no apologies for the jiggly thighs and sweaty clothes.
The Kate Spade fashion brand is launching Perch displays in select stores. They're basically interactive digital displays built into merchandising tables; when a customer picks up a product off the table, the action launches animated messaging to appear on the table.
Information technology company Unisys is executing a highly-targeted -- and highly-unusual -- new business effort.
When the newest issue of Fortunelands on the desks of 20 select CIOs, there should be some audible gasps: according to The Wall Street Journal, the cover of each executive's issue of Fortune will feature each executive's own face on the cover. The back cover of each issue will include a personalized letter from Unisys.
Can you imagine the smile creeping across these executives' faces as they peruse their magazine?
More to the point, can you imagine these executives not taking a call from Unisys?
Extra Credit Points
In my humble opinion, most B2B tag lines are crap. Unisys' tag line is a notable exception that receives my highest praise: I wish I'd done it.
AdJab reported last week that fashion house Badgley Mischka had hired actress Sharon Stone to appear in a new print campaign for its evening gowns. I couldn't see why they would choose an actress who's not particularly popular with women and hasn't had a hit movie in years (that was my polite way of calling her a has-been).
I left a comment to this effect on the blog.
A few hours later, some nasty (and cowardly because he didn't leave an e-mail address) person who called himself AdMan entered a post about how "hot" Sharon Stone is and added a rather hurtful personal dig at me. (You want to read it? Click here and scroll.)
Interestingly enough, the next day's AdJab reported about a new study from the University of Florida, Gainsville that suggests showing glamorous and seductive models in ads turns women off. And the survey points to the wide disparity between what male executives think will appeal to women and what actually does attracts women buyers.
Sharon Stone is wrong for Badgley Mischka. I was right. And AdMan sucks.
Purell, the hand sanitizer, and its ad agency, JWT Toronto have found an interesting way to remind people of the importance of washing one's hands.
They've distributed to physicians' offices yellow stickers to be affixed to the covers of the magazines in their patient waiting rooms. (You know the magazines we mean. The dog-eared issues that are still wondering when Brad and Jennifer are going to have a baby.)
The bygone issue dates of the magazines are visible through a hole in the stickers, resulting in cautionary headlines such as:
Thumbed through by sick people since May 2005
Exposing patients to more than germs since June 2004
Gently sneezed on since January 2006
Each sticker features a call-to-action encouraging the reader to visit WashYourHands.tv, which links to the Purell website.
It's a very clever idea, but why would doctors' offices want to remind patients that doctors are providing germ-infested publications? And wouldn't patients -- especially the ones who are sick with the flu or some other misery that's passed on by germs -- be thinking, "NOW you tell me, after I've already touched this foul thing?"
Purell should have provided physicians with a meaningful incentive to use with these stickers -- such as an ample supply of free samples to be placed alongside the be-stickered magazines. Physicians would feel they were educating their patients. Patients would appreciate the gesture. And if the samples' labels included the website, Purell would have a snowball's chance of actually driving some visitors to that site.