A Valentine's spot for UK intimate wear/toy marketer Ann Summers puts a twist on Santa's workshop. Three lingerie-clad models deliver gifts made of "wood" to unsuspecting men, followed by a shot of the women crafting additional "toys" in their workshop (Adland). The spot--obviously too suggestive for TV--is a viral video that creates attention and awareness as it spreads across the web. The tactic makes sense for marketers like Ann Summers that do much of their business online because it avoids network standards boards and the risk of scruity, and customers are only a click away. What it says about women is a completely different story.
Wednesday, February 13, 2008
Just in time for Valentine's Day
A Valentine's spot for UK intimate wear/toy marketer Ann Summers puts a twist on Santa's workshop. Three lingerie-clad models deliver gifts made of "wood" to unsuspecting men, followed by a shot of the women crafting additional "toys" in their workshop (Adland). The spot--obviously too suggestive for TV--is a viral video that creates attention and awareness as it spreads across the web. The tactic makes sense for marketers like Ann Summers that do much of their business online because it avoids network standards boards and the risk of scruity, and customers are only a click away. What it says about women is a completely different story.
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