We knew we were taking a risk.
Double entendre is always risky.
Some people won't hear the 'risky' part, and the joke goes over their heads. Others ONLY hear the 'risky' part, and ignore the safe part, and take it far too literally.
Since mid-October, LaDiff has been running a TV commercial called "Passion for Dining." The concept came from Aaron Dotson, Frank Gilliam and team, and was produced by C.J.Hawn, all of Elevation Advertising. Very talented people with very creative ideas... and this was no exception.
Let me back up.
In July, we asked Elevation to create our 4th of July tv spots.
They were animated and hit the mark.
For our 'Perfect Seat' upholstery sale in September, they came up with an even more clever idea including a variety of 'seats' (young, old, small, large, dressed up, casual, etc.)
But....... they had this other idea they wanted us to do. It was a take-off of a Cialis or Viagra or similar spot: the one with the two bathtubs. Andy would be in one and I would be in the other. The copy would be about it 'being time' and 'being in the mood'... then 'yes, let's have a sale.'
Yeah, ... cute... but, uh, no.
The 'butt' ad was clever. Lucy loved shaking her booty for it, as did quite a few LaDiffers.
The next ad... for our dining sale... was all about the double entendre.
Here we were, sitting around the conference table: two 40-something women, a 20-something woman, and my 50-something husband, listening to the Elevation ideas. They were great. If we'd had the money, there would have been three spots that would have run in rotation so often you'd think we were an upcoming Lifetime movie! Instead, we decided on one. This one. The one that has gotten a lot of attention.
We even got written attention in Holly Buchanan's blog about 'marketing to women'... and she did NOT like it.
But... We like it.
It's risky.
It created buzz.
And... it's "LaDiff."
Check out Holly's blog and the reactions/comments... and watch the ad itself... right here... and let us know what YOU think. (To friends who have already commented on the blog and/or on Facebook... THANK YOU.)
Too much???
Elevation is doing our NEXT tv spot too: about our promotion that benefits the Central Virginia Foodbank. Stay tuned... it's wonderful.
(by the way, dining furniture is STILL on sale for one more week... sale ends 11/15... so, hurry, if that's the room you need to furnish or redecorate next!)
Subscribe to:
Post Comments (Atom)
Keep up the good work, Sarah. You rock, and you know it! :)
ReplyDeleteI'm offended by it and I'm not afraid to say it. What do breasts have to do with furniture? NOTHING. This commercial reinforces that sex and women's bodies are commodities to be bought and sold, not things that should be respected. In your response to Holly at marketing to women online, you said that "part of being a 'feminist' is being able to be proud of your 'assets' without having to hide them," and i agree with this to a degree. Women shouldn't have to be ashamed of their bodies, but they shouldn't have to exploit themselves to sell a product, either. What you may be refering to is a branch off of feminism which many are calling "raunch culture," which in reality only perpetuates the explotation and degredation of women though seemingly "empowering" activites (like your commercial). Just because showing off skin and talking about breasts is what is popular does NOT mean that this kind of thinking is acceptable.
ReplyDeleteThis is terrible advertising and you should all be ashamed that you've chosen to put your product out in such a degrading way.