Marks&Spencer: Minimiser bras

Makes a molehill out of a mountain.

There was once a time when women were celebrated for their volumptous curves. If you look at Renaisance art you’ll see women lying there, with the soft, supple curves of their thighs painted to perfection. Their bellies would bulge slightly as they lay seductively on their side and the pillows of their breasts would rest robustly on their chest so that you could imagine the rise and fall of their every breath.

This time is no more. Simply because slim is cool, and looking like you could actually bear children (which, by the way, is what your hip bones were purposed for) is very uncool. Very, very uncool. You know, the human race might actually die out, in style of Children of Men, because of their obessession with thinness. Even the men are too skinny. I can’t even rememeber the number of times that I’ve looked at a guy in his skinny jeans and wondered how on earth he managed to fit his foot through those pants.

Also, another thing that is apparently uncool is putting effort into advertisements. The colour is nice and the the little writing might just make people pay a little more attention. However, one can’t help but notice that the biggest thing in this ad is the brand name, and then the actual ‘Minimiser bras. Now available at…’ is so tiny that you can hardly read it! Am I complaining too much? Is it so much to ask that I not have to squint when I look at an ad? What if this were a bill board (and it may well have been)? I would probably have a car crash just trying to see what this ad is about- or I would have just lost interest and realised that I don’t need to care. And ad needs to grab attention before people realise that they don’t need to care.

Marks & Spencer are a big brand and they’re not going to suffer from a bad ad (in my opinion) such as this one. But come on! If you’re going to charge that much for a pair of under dacks the least you can do is give me an advertisement that’ll give me smile lines rather than squint lines.

Agency: GMASCO Marketing Communications
Copywriter: Kumar Ganesan
Art Director: Harshad Badbe