Sunday, November 05, 2006

The Science of Xyience

I won’t comment on Xyience’s dietary claims, but its latest commercial is fair game. Titled “Monica,” the hot spot features a woman dancing, displaying (herself) and drinking Xenergy. Think Paris Hilton and Carl’s Jr. meet Red Bull.

Xyience’s signature product is a carb-inhibiting supplement. The drink featured the in commercial is an “energy” drink. Thus our formula: Energy (f) = Xyience drink + sexy woman + engaging in sexual behavior + while filmed with sexually enhancing video techniques.

A student emailed me the link because it bothered her. She saw the ad while watching sports with her boyfriend (hint: she wasn’t in the target audience). She’s open minded but, she said, the spot was over the top—the stripper impersonation was too “graphic” and “in your face.” The spot is visually arresting, and grabbing attention and creating buzz are intended outcomes of sexual ads.

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