Tough choice for fantasy sports fans

For many men, especially the ones most likely to see the accompanying banner ad, the choice may have been a tough one. The ad appeared—in various forms—on a premier fantasy sports site (rotoworld.com) during the 2006 baseball season. Although I didn’t click-through, I suspect the link was to a market research firm looking to trade (an “opportunity” for) laptops for personal information and demographic details from online sports fanatics.

The ad was certain to get noticed considering its use of the enticing female image and rhetorical question. But doesn’t the ad come close to being a “bait-and-switch” offer in that there is a very subtle, unspoken promise that the viewer will see more of what’s in the ad with a simple click? At any rate, the sexual image in the ad may have provided just enough incentive for men to investigate further. Also, perhaps the checked-flag patterned bikini top was meant to appeal to NASCAR fans.

ESPN and the sexy Acqua di Gio commercial

My wife and I were watching ESPN the other night when a very sexy 30-second commercial aired for Giorgio Armani’s Acqua di Gio. Filmed in partial septia-tones, the spot features a shirtless muscular male looking straight into the camera. Seawater and perspiration are dripping down his torso.

“Why is that ad running on ESPN?” my wife asked. “Good question,” I thought to myself. The spot is very uncharacteristic of anything you’ll see on ESPN. Any sex in advertising on this network is likely to feature playful Coors Light parties with bikini-babes making snowballs and hot-tubbing.

After a debate that bounced from speculation about the number of gay athletes who watch sports to comparisons to Cosmopolitan covers, I finally convinced her that the ad was “aspirational,” like the many sexy ads for perfume, fashion and fragrance featuring women in Cosmo and Glamour. My wife definitely found the ad appealing, the same way that many men adore the pictures in Victoria’s Secret catalogs. The message in the spot is along the lines of “if you want to look like this guy, feel like this guy, or elicit a reaction from your wife like this guy…get yourself some Gio.”

I didn’t find any Armani under the tree this year. Oh wait, the ad wasn't targeted to her, it was targeted to me.

Victoria’s Secret fashion show experiences lowest ratings to date

Only 6.8 million tuned in to watch the fifth annual VS fashion show on CBS this year. That is down from 9 million last year and 12.4 million in 2001. Washington Post writer Lisa de Moraes blamed the anemic showing on too much chatter from the models themselves: "If you can't get 18-to-34-year-old guys to watch an hour of gorgeous young women prancing about in virtually nothing except the occasional million-dollar diamond demi-bra or tartan plaid push-up (yes, there was a 'Brigadoon' number), you are doing something seriously wrong."

De Moraes noted that the fashion show had fewer viewers than a rerun of “Law & Order: SUV.” Perhaps viewers just wanted to watch the show at their leisure since it is available in its entirety on the CBS website. Up for some late-night viewing anyone?

Victoria’s Secret has truly been a promotional pioneer in the intimates and lingerie categories. Since being bought by The Limited, VS has rocketed from three boutiques in San Francisco’s bay area to a top-seller of women’s intimatewear. VS has been successful with its sex-laced promotions such as its infamous catalog, sexy commercials, and multimedia (and prime-time) fashion shows.

Don't just focus on the bad news. At least there was no wardrobe “malfunction.” Justin Timberlake was this year’s fashion-show performer.

D&G’s new sexy watch commercial

Just in time for the holidays, Dolce & Gabbana, the Italian design house, is running a new commercial in the US for its watch collection. Known for its sexually provocative print ads, D&G’s watch spot doesn’t disappoint. According to one viewer, the commercial is “basically a montage of camera angles and situations that get more and more sexualized.” With a Euro club-scene feel, the ad features shirtless muscular men running their hands over similarly exposed women. With lots of hot glitz and pseudo-glamour, D&G is branding itself as sexually provocative. Some products, especially fashion and accessories, are successfully sold this way. Not all, but some consumers, especially those who are young, want to cover themselves in brands that transmit a similar meaning.

Sex Text(ing)

Welcome to the world of sex-text promotion. I suppose 900 numbers are still around but judging from sexy advertising like this one in the back of FHM magazine, “live text” is the wave of the future.

There are 14 text ads in the Jan/Feb 2007 FHM issue. The ads range from 1/9th page to full-page and each uses the same basic formula: Enticing images of women, a headline encourageing readers to flirt, talk, or connect (“Local party girls want to hook up now”), the message and number, and the fine print ($1.99 per text received, billed to your service provider).

Research indicates that sex works best for low-dollar, low-risk products and services. After ogling the pages of FHM, what could be easier that to text “playful” women for less than a Venti at Starbucks? And they don’t even need your credit card number.

To see more ads like this one, visit sexinadvertising.com.

Sexy U-boot watch ad

“Dive. Dive.”

It appears as if the standard order in submarine movies is being obeyed in this 1993 ad for U-boot watches. Shot by Helmut Newton, the ad appeared in the Sydney Morning Herald. According to UNLV marketing professor Michael LaTour and Old Dominion's John Ford, the ad created quite a stir when it ran. It’s easy to see why. A faceless man—insert your identity here—is touching the breast of his female companion.

Although this example of sex in advertising offended many readers, it’s likely that U-Boot anticipated its target audience was not the type of be turned off by this ad. The last lines of copy read: “When you see this model in the flesh, you’ll express your desire for it on sight. After all we never told you to look but not touch.” To confirm this hypothesis, professors LaTour and Ford are planning to determine if people's attitudes toward women and sexism influence responses to ads like this one. I suspect they will find a relationship.

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.