Diddy vs. Mariah: Battle for the sexiest fragrance spot

With celebrity fascination at an all-time high, it is no wonder that celebs capitalize on their fame in the form of fashion, cosmetics and perfume licensing deals. Celebrity fragrances, in particular, are on the rise with more than 30 scents launched last year, according to Marketing’s Jemima Bokaie.

This fall, sex was used to position two new celebrity fragrances: Sean “Diddy” Combs’ “Unforgivable Woman” and “M” by Mariah Carey. Although commercials for both feature a great deal of nudity, one has sparked debate.

Diddy’s three-minute “movie-let” was rejected by U.S. standards boards. The spot shows Combs and a supermodel at a New York hotel engaging in various sexual behavior. Combs is clothed, however, while the model proceeds to bare (almost) all. Combs defended his work by saying that although “some people may be uncomfortable with the sensuality and sexual content… it is important for them to make that decision personally,” and not have it made for them by executives. The commercial did air in the U.K. in its original form.

Mariah Carey’s commercial has thus far avoided controversy. The spot shows a nude Mariah immersed in the water as she sings and touches herself. She is the only person in the 30-second spot, and she appears to be promoting a sense of beauty and sensuality. Although there are some scandalously bare shots of the diva’s breasts, no one has reacted publicly to the degree of Diddy’s commercial.

Why has one approach created a stir while the other has remained under the radar? Diddy’s use of sex and nudity positions women and his fragrance with an edgy, somewhat dangerous feel that borders on obsession and objectification. On the other hand, Mariah’s use of nudity, although still risqué, positions her fragrance as a source of beauty. Commenting on the two promotion strategies, Mariah says that her approach “is about being unforgettable, not unforgivable. It’s not about a ménage trios or a one night stand, it’s for the woman who wants the man to fall in love with her immediately, stay in love, and treat her like royalty.”

Combs’ spot does appear to involve a one-time tryst, or at least one man’s infatuation with a women’s body.

--Posted by Michelle Weidner

How much sex in network television commercials?

A recent analysis revealed that 17% of prime-time commercials airing on the five major U.S. networks contained some form of sexual information (images/words). However, sex was the primary theme only in a little over 9% of the spots. The analysis consisted of one week (M-F) during the prime-time time slot (8-11 PM, EST) in May 2007.

Over 2,400 commercials were coded for the presence and nature of sexual content. Network promos, which often contain a higher proportion of sexual information, were not included in the sample.

Of the five major networks, the CW network, with a healthy lineup of teen-oriented programming, contained the highest proportion of sex-primary commercials. For example, 15% of commercials on CW contained sexual themes compared to 12% on NBC, 11% on ABC, 10% on Fox, and 7% on CBS. Coders employed standard measures of sexual content used in previous analyses.

Overall, the findings provide an accurate snapshot of the prevalence and nature of sexual content in network TV advertising.

Armani beefcake too much for male UGA student

At least one student at the University of Georgia was offended by a risqué Armani underwear insert appearing in the campus newspaper, The Red & Black. The insert, which shows an Adonis—tanned, chiseled and trim—in a pair of bikini briefs, prompted a male student to write a letter to the editor.

“Not only did this ad embarrass me,” he said, “but it made me…very self-conscious of my own appearance in my underwear.” Obviously, the student was aware of the social comparison effects that many people experience when viewing images of scantily clad models, the vast majority of which are women. He even commented that his experience was probably similar females who are exposed to “skinny, big-breasted models in their lingerie ads.”

Is this beefcake ad truly surprising? The ad uses common techniques such as nudity and physical attractiveness to grab the audience’s attention. This type of sex in advertising has been used for decades, and proven very successful for several marketers. In addition, this approach is not exclusive to female models, either. Calvin Klein, for example, made a big impact in the 1980s with underwear-clad male models. 2(x)ist has done the same.

So, what about this Armani ad prompted a letter to the editor? Are men becoming more sensitive to imagery in ads now that they are becoming the objects of the “gaze,” or do sexy ads cross the line when entering educational settings? Only time and research will tell; but until then, as this gentleman says, “University men….do not be ashamed, wear your skivvies with pride, regardless of how your lower belly hangs over your elastic waistband.”

--Posted by Michelle Weidner

Sexy Tom Ford fragrance ads

There is a lot of buzz surrounding the sexually provocative ads heralding Tom Ford's fragrance for men. More provocative is the website flash presentation of the fragrance bottle strategically placed around a women's breasts and groin (there's as much buzz about the model's shaved pubic region).

The approach is not surprising given Ford's history with designer brands. He was creative director for Gucci and YSL. During his very successful tenure at both brands, he reinvigorated them with cutting-edge sexually featuring nudity and pornographic themes that include female same-sex images (lesbian chic).

Given the sexually-laden promotions he's chosen to run in the past, Ford's current campaign does accurately represnt the brand's essence: If the fragrance carries his name, it's about sex.

A study several years ago found that about half of all fragrances were positioned with sex. True, fragrance can play a role in the attraction formula, but fragrance is unique in that it really has little meaning aside from the images it is associated with. In this case, Tom Ford is fairly certain that money will be made with his current campaign. He would know.

Nudity used to promote MS awareness

Skin can be used to sell more than branded goods as this Multiple Sclerosis public service announcement from Australia demonstrates. It features a nude female with “used by” printed on various parts of her body. Similar approaches have been used to promote skin cancer prevention and breast cancer research among other causes.

Nudity gets the ad noticed and the connection helps to get the message across. Research published several years ago in Journal of Advertising shows that sexually oriented social marketing appeals can be more persuasive than the standard informational approach used in many PSAs. At the very least, credible tie-ins with sex offer social marketers another tool to get their messages noticed.

Sexy seniors

A new study shows that seniors are more sexually active, both mentally and physically, than previously thought. That might explain the approach for this Cenegenics ad that ran this summer in USA Today and various in-flight magazines.

The ad touts Cenegenics, a multifaceted weight-loss program, with before-and-after pics of Dr. Jeffry Life, a 67-year-old physician. Readers are naturally drawn to the good doctor’s physique, but the incongruence between mug and body maintain attention as viewers deal with the visual distortion. Nothing against older men, but when was the chiseled chest of a silver-haired senior last used to sell anything? Anticipating this response, the ad explicitly states: “This photo is not digitally enhanced.”

As recent vacation photos indicate, Putin may be a Cenegenics client as well.

"Viva Viagara" spot

Viagra's lastest spot, "Viva Viagra," appeared on last night's broadcast of NBC Nightly News. The commercial features a six-man band in a barn singing about the benefits of the erectile dysfunction drug. The approach is a departure from the controversial pills-as-devil-horns campaign, but, as Tim Nudd suggests, the new spot doesn't quite ring true.

Advertising anything directly related to sex is generally tougher than using it to sell fashion, fragrance, and alcohol. Just ask the condom marketers. Audiences hold the ads to a much higher level as do standards boards.