http://www.nytimes.com/2013/03/26/business/media/gillette-promotes-a-new-shaver-using-qr-codes.html?_r=0&adxnnl=1&ref=advertisingandmarketing&adxnnlx=1364418126-xnqUO69GH+0JdM2y2Sj/Sg
This article is about how back in the 60's and 70's men who had chest hair were attractive whereas now major magazines and other ads with men have polished torsos and well defined six packs and pecs. Since this is the new attractive man Gillette has taken their trimmer razor hybrid and started making ads about how men should start using them on their chest and back rather than just their face or neck.
"The new commercial is set at a poolside cocktail party where contrasting preferences in men’s body hair are expressed by three comely women:the model Kate Upton (some chest hair, but never on the back) and the actresses Hannah Simone (hairless stomachs to emphasize abs) and Genesis Rodriguez (no hair at all)."
“The ProGlide Styler. Trim, shave and edge. The one tool you need to get the look she wants.”
The new commercial will not air until April first and will part of "What women want" campaign. This ad was developed when they were starting to hear how men were using their product for other places below the neck. The company is trying to say that they care what people think and that is why they are putting an ad out geared towards women's hair preferences for men.
Do you think this ad is a clever way to sell more of a product they have already promoted in the past?
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