Lentheric Solo: Fail
So in the average advertising office, I’m assuming that there is, at some stage, one of those douche bag guys who sits around the boardroom suggesting half-naked girls for every pitch that is potentially, slightly, maybe directed at a male audience.
I’m also assuming that he got fired.
So why, oh why, did this make it off the drawing board? Stunningly gorgeous women who on billboards will make all other women feel terrible, and will make men stare, drool, and leave thinking about cup sizes instead of deodorant.
Most guys will also be wondering why there is a fail stamped across each one of these women. I know I am. Either Lentheric Solo is suggesting that you have no shot at each of these women without their product (probably true) or that once you have their product, you’ll be rejecting women like these (definitely false).
I wonder who had such a low opinion of the male population that they thought that – yes, if men see hot girls, they will instantly believe that our product will help them get them!
No. Men will walk past this billboard, salivate, and then think about that FHM/Ralph/alternative men’s magazine that they were planning to buy. They might also head to the beach.
Advertising Agency: Bester Burke, Cape Town, South Africa
Executive Creative Director: Stephen Burke
Art Director: Riaan van Wyk
Copywriter: Jed Dawson
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It is quite brave of Lentheric to have a giant FAIL written across an advertising campaign that is exactly that – a failure.
Comment by Carly Zandstra — 17 March, 2009 @ 3:49 pm
Maybe just playing up on all that Internet “Fail posters” thing? …or not.
Comment by Serge — 17 March, 2009 @ 11:06 pm
As a male I wasn’t left wondering about cup sizes (these look like “media” breasts to me, not real breasts, so I’m not interested.)
What did confuse me is the last one, and not just because I can see the shaved *ahem* of the facing model. It confused me because it left me wondering if the reason the ‘protagonist’ has failed with these two women is perhaps because they prefer each others company?
So, if you use this deodorant it will make lesbians what exactly? Not fail?
PS, there is something very wrong with the faces of these women, lines above their mouths and strange cheekbones. I suppose the fake bazooms and flat stomachs are supposed to attract the eyes away from that. The prettiest, and most attractive, models I have ever seen are the ones in Yarn magazines. Clean, dressed, usually with pink cheeks and wind-blown hair.
(I often have wondered why most males I know prefer the female who will most quickly show the most, and then will get violent and angry when the female continues to do so after they form a relationship.)
PPS, I realize my view may be strange, but just to let you know what some males think.
Comment by Miles — 2 April, 2009 @ 3:52 am
Wow.. way to over-analyse! It’s certainly not the world’s most original ad, but it’s not rocket science either.
The ‘fail’ stamp intrigued me, I read the tag line (‘up your game’) and I got it. This deodorant will make me attractive to women who previously wouldn’t have given me the time of day (you know, if I were a man and not a woman, but who knows? Maybe the stuff’s so good it’ll work for me all the same.)
It’s basically an upscale version of all those damn Lynx ads: http://www.lynxeffect.co.nz/
Comment by Penguin — 15 April, 2009 @ 10:03 am
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Pingback by Solo. Irresistible | Los mejores anuncios de televisión — 10 October, 2009 @ 8:17 am
You girls look sexy! do you guys want to go on a date?
Comment by joshua — 25 November, 2009 @ 9:50 pm