Monday, February 04, 2013
As usual, several ads in this year's big game contained sexual themes and/or imagery. Here is our list of the five sexiest Super Bowl ads in 2013 plus some honorable mentions. View all the the Super Bowl ads at USA Today and tell us what you think.
5. Tie: Best Buy - Asking Amy / Audi - Prom
Amy Poehler asks as lot of questions of her Best Buy associate that become increasingly playful: "Do you deliver? No, I mean, do you deliver?" And "Does it make you uncomfortable when I use the word 'dongle?' Playful for sure. And "Will this one read 50 Shades of Grey to me in a sexy voice? Will you?" Again, playful and flirty. Nothing over the top but humorous and one sure to go over the kids' heads.
Lots of interesting messages in this Audi spot, but a protracted smooch with the prom queen earns this commercial from Venables Bell a tie for top five. Long kisses was a theme in this year's Super Bowl (see Go Daddy's spot at #2).
4. Speed Stick: Laundry
Fairly classic theme with a young man caught inadvertently folding a strangers underwear at the laundromat. Totally innocent, of course, but he does insert his foot into mouth at the end. Again, a tired theme but almost any ad with undergarments will get on the list.
3. Axe: Lifeguard
Eye candy for both men and women alike, Axe's latest effort attempts to prove that astronauts (that wear Apollo) are more desirable than sexy lifeguards--even those who duke it out with great whites. Humorous spot with a predictable ending. Reminiscent of Baywatch with plenty of chiseled hunks and skimpy bikinis, this spot is definitely qualifies as sex in advertising.
2. Godaddy.com: Perfect Match
Featuring supermodel Bar Refaeli--is DiCaprio jealous?--the spot features an extreme closeup of Bar (sexy) slurpily kissing (meets) nerd (smart). Word is that the domain-name marketer had its busiest day for online traffic last night. Like it or not, there is little doubt that sexual content has served to distinguish Go Daddy from the competition. As one colleague said, "Ask most Americans to name another domain marketer."
1. Calvin Klein: Concept
Also disliked by most viewers (USA Today's Ad Meter) and panned by Ad Age, this spot was nonetheless, the sexiest spot of 2013 Super Bowl. Who can argue that this spot was a blatant example of beefcake in the extreme. The spot from Calvin Klein created awareness its Concept line of underwear.
Kia: HotBots; M & Ms: Love Ballad; and Mercedes-Benz: Soul.
Thursday, December 29, 2011
At Cannes Lions this summer, Susanna Kempe, CEO of WGSN, predicted for 2013 that “overt sexualisation” will be out. She should know; WGSN is a leading trend analysis firm servicing the apparel and design industries. This global business spots macro-trends and seeks to keep clients “on trend” or at least ahead of the curve.
Apparel and designer brands have long been at the forefront of sexual explicitness in advertising and marketing. Dolce & Gabbana has faced scrutiny for ads that crossed many lines, as have American Apparel and other designer brands with ad featuring adult themes, homoeroticism, bondage or nudity.
It was once explained to me that designer brands, at least in consumer magazines where there are page-after-page competition, must do something to stand out from the crowd. This can include pushing boundaries and flirting with sexual taboos. Being at the forefront—important for exclusive brands—also means associating your brand with elite fringe social trends.
Research generally shows that sexual content in advertising continues to increase each year. But there are exceptions. In the 1980s, for instance, ads displaying hook-ups and anonymous sexual situations took back seat to stories of ‘sex within committed relationships’ as awareness of HIV increased. Similarly, Sam Shahid has said that advertising reflects the cultural and political barometer: It even reflects who occupies the White House (less under W., more under Clinton).
What other routes may designers take in 2013 other than overt sexuality? Simplicity, letting luxury speak for itself and “deteching”—or moving away from too much social media (read more here), say Kempe and WGSN. It will be interesting to see if their predictions are accurate.
Friday, December 16, 2011
Use with extreme caution. That's the advice of marketing researcher and consultant Bob Brecht in a recent post about sex in advertising. Dr. Brecht refers to industry research concluding that sexual appeals are effective at grabbing attention but tend to drain attention away from brand information. Rightly, he also makes the point that product relevance to sex is key to use of this emotional appeal.
Monday, August 15, 2011
Do monkeys respond to sex in advertising?
That’s what a team of advertising professionals, market researchers and primatologists is seeking to discover.
I attended a seminar at Cannes Lions Festival of Creativity where Elizabeth Kiehner and Keith Orwell did a marvelous job explaining their research project. I also learned that the test subjects, Capuchin monkeys, share up to 98% of human DNA.
The marketers teamed up with Laurie Santos of the Yale primatology lab. Dr. Santos has done some ground breaking work with Capuchins, including teaching them how to use money. Advertising seems like a natural if you want to part monkeys and their money. Sex in advertising is first in a serious of studies designed to see if monkeys can be shown to respond to advertising.
The concept for the sexual ad is built around the monkeys’ natural behavior. We were told that female Capuchins publicly masturbate. The males find this behavior intriguing and copulation naturally follows observation. This sexual behavior sequence happens frequently each day.
So, the creative team designed an ad featuring the female Capuchin in all her glory. They paired this image (and a non-sexual image) with a logo. The hypothesis is that the sexual image will result in a behavioral preference when just the logo is available.
I suspect the researchers will discover a sexual effect. Sex is a powerful motivator that should become associated with through simple conditioning with a brand logo. We know these effects translate in the marketplace with humans. With such a shared heritage, we should expect the same with Capuchins.
It would be really interesting to see if the monkeys vary in their affinity to sexual stimuli. Working with Michael LaTour and John Ford, we just reported in JAR that personality variables as well as moral reasoning influence human responses to nudity in advertising. I want to know if the same is true for monkeys.
We look forward to hearing the results of this intriguing study.
Friday, June 10, 2011
A recent Adweek post proves that sex can be used to sell... computer virus protection? Well, the campaign hasn't sold much, yet, but two new ads for Webroot, a security software program, touch on ubiquitous email scans related to "sexy singles" and promises of "male enhancement." Both spots are subtle and humorous but resonate with anyone with an email account. The spots were created by TDA.
Monday, May 23, 2011
Fashion brands can justify employing sexy ads. The approach is especially relevant for a new denim brand with the name Obscene Jeans. Instead of selling jeans, however, its sexy online ad is designed to foster investor relations and sell shares.
Wednesday, April 27, 2011
Want to look and feel sexier? Consider plastic surgery.