brand trainwrecks
Posted by Abe Sauer on August 31, 2010 05:30 PM
A while back we looked at how the popularity of the Old Spice guy had inspired not only spoofs, but also a genre of over-the-top absurdist ad messaging. Well, if you ever wondered how the Old Spice Guy genre ad could go so off the rails as to make you as uncomfortable as the original Old Spice ads made you laugh, we've got the campaign for you. Ladies and gentlemen, we present: "A Date with Stayfree."
The ads (the first in four years from Stayfree Canada) aim to "give women their very special chance to go on a 'virtual date' with three of the most perfect and sexiest bachelors we could find, who want nothing more than for her to be happy - no matter what time of the month it may be." The campaign consists of three spots and three "perfect" bachelors. Brad, Trevor and Ryan, take it away.
Is that tongue in cheek? Please tell us this is tongue in cheek. If the campaign is meant to be funny, it needs less tongue and more cheek. Do women want to mix dating with menstrual information? Does Stayfree believe its target market will find this funny?
As an online commentor named "Eww" noted, "Considering that I fall smack dab in the center of their desired demographic, I have to hope and pray that they failed to focus group the ad. I'd hate to think that a group of 18-35 year-old women watched this and gave their approval. This was stilted and uncomfortable to watch. Beyond the awkward presentation of the whole commercial, the idea of my date knowing that much about maxipads and commenting on how much he likes thinness is an incredible turnOFF!"
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