Lots and lots of naked people like Vaseline
Here’s the Vaseline spot from Bartle Bogle Hegarty you may have heard about. It’s airing in the U.K. It’s visually cool, and the copy is nice and poetic. But of course, even a 60-second version with an American voiceover will have a hard time getting on the air in the U.S. without some careful edits. —Posted by Tim Nudd |
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February 20, 2007 | Permalink |
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You're right Tim- it's beautiful film and poetic copy- but I wonder if something that grandiose won't fall flat when consumers realize it's for Vaseline Intensive Care, a parity drug-store product that's not all that glamorous. Seems like an odd fit.
Posted by: tangerine Toad | Feb 20, 2007 11:58:53 AM
I think it's more of a branding and positioning effect, Toad--done beautifully.
Posted by: lugnut | Feb 20, 2007 2:53:26 PM
That's sort of the point, Lugnut-- you watch this beautiful commercial and then at the end you see Vaseline Intensive Care Lotion, which you know to be a cheap drug store lotion that isn't particularly good. You feel let down and a bit deceived. As if someone accidentally threw a Hyundai minivan logo at the end of what you assumed was a Porsche spot.
On the other hand, if Vaseline introduces new upscale looking packaging to go along with their upscale looking commercials and tries to get the lotion sold in department stores, they might be on to something.
But ads don't function in a vacuum.
Posted by: tangerine Toad | Feb 20, 2007 4:28:11 PM
Total Spencer Tunick rip-off.
Posted by: tom lout | Feb 21, 2007 12:47:28 AM
I can see how some might say this is a high-concept overpromise for a middling product.
It's still one of the best ads i've ever seen.
Posted by: True | Feb 22, 2007 9:44:52 AM
Tom, I would think Tunick is well known enough that his work is obviously referenced as more of an homage rather than being blatant rip off. That said, does Spencer Tunick 'own' the every image of mass nudity from now on?
Posted by: lugnut | Feb 22, 2007 4:24:00 PM
And now they've done their judicious editing and taken the thing to air. I bet the Concerned Women for America are . . . concerned.
Posted by: Jerry | Sep 23, 2007 10:21:30 PM
