Aww… poor nerds.
You’ve got to be impressed with the second picture. I think that if I knew anyone who was able to build something so beautiful out of Leggo, I’d have to think about being his girlfriend- or at least getting him involved in some sort of engineering scholarship.
Anyway, these two ads are playing on the usual pull that deoderant advertisements use. They promise that all the ladies will fall for these guys if they wear their deoderant. I’m not sure if this is true. Not the part about these two guys getting girlfriends, but about the deoderant wearing part. I know a lot of nerdy guys who somehow manage to find equally as nerdy (if not nerdier) girls that will go out with thm.
I have been physically repulsed by guys with offensive odour. When I say ‘offensive odour’ I mean more than just Body Odour, but also allude to bad deoderant or perfume, or even overwhelming perfume. Maybe it’s because I have a strong sensitivity to smell, but I think that it’s more likely that all people have a subconscious connection to that sense than we’re aware of and so it’s actually more important than we think. So, perhaps I’m wrong in thinking that this is a strange way to attract a consumer. Perhaps if you smell good, with the right intensity, women will find themselves subconciously attracted to you and you’ll have no choice but to date them- or something.
However, I do stand by my nerds aren’t all offensive smelling. I think there are other factors that are not in their favour.
Agency: LOWE BULL, Johannesburg
Creative Director: Gareth Lessing, Rob Mclennan
Copywriter: Matthew Brink
Art Director: Adam Livesey
Photographer: Clive Stewart
Typographer: Adam Livesey