'In International affairs, it isn't always the virgin who gets deflowered' This ad appeared in the magazine 'New Yorker'.
It is too difficult to associate the economic affairs with the loss of virginity. The typography is white against the bold red background. It is highly suggestive. Perhaps the ad intended the treading of the familiar and unfamiliar territory. Perhaps it blended the sexual and financial fantasies. But it is not in the best taste.
Sex is a great help in attracting attention in the midst of the advertising clutter. It also helps in holding interest for recall value. e.g. Calvin Klein uses it to promote undewear but promotes cologne showing fully clothed people. Over-use of sex diminishes its attention arresting value as in the following e.g.
MR Coffee commercial (Malaika Arora-Khan) on TV: The Storyline:
We see a young upwardly mobile lawyer entering the house
We see a woman in shirt perched on a stool.
There is a cut to lid of coffee
The woman gets unbalanced to lock her legs around the man's hips.
They twirl around; and move to bed'
There are shots of gas burner, coffee beans and the rest as cutouts.
The action accentuates. The woman pulls off the men's specs, loosens his tie and begins to pull off his shirt
A few steamy shots as the coffee brews. They do too.
They enjoy a cup of coffee post-coital
The VO: Real pleasure can't come in an instant. MR Filter Coffee.
Longer to brew, but unforgettable.
Alayque Padamsee called this the tastiest campaign in bad taste. Perhaps the brand has not assessed the impact of outraging the prudish the middle-class modesty. Going too far by being extra-libeal in the present cultural milieu of India is as bad as being too much dictated and controlled, crippling creativity in the process. We have to choose our checks-and-balances judiciously.
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