Agency: Grey
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No doubt. They would be like totally buying this stuff like crazy.
This is an interesting yet borderline controversial advertisement. Why because The idea of painting a beautiful picture on a woman that is white and looks middle aged, leaves you with non pc tasteless vibe.
I mean are you naturally soft just like women are. It just comes off crass, and immature. The idea doesn’t seem consistent with the logic that the message of the ad is using to sell the product. They say naturally soft yet your showing a near sexy lady with a pink pictures on her.
The message and concept imo fall flat due to the art direction. It was over art directed and the message’s concept was under realized.
It just doesn’t really go with Downy’s image. All the Downy ads I remember are about kids and blankies. Just going from the pic of the woman to the label on the bottle is a disconnect. If they wanted to go sexy, pale pink and baby blue shouldn’t have been the color palette.
They missed the target completely. It just doesn’t work
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November 28th, 2008 at 8:17 am
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I’d be interested in showing this to a bunch of housewives – Downey’s target customer – and getting their reactions…