According to Tim Nudd’s marvelous piece in Adweek, this Secret deodorant commercial debuted on the season premier of The Bachelorette -a show I deplore but my wife and daughter’s adore. I’m not going to get into a rant on that but I do recognize the genius of this media buy. Like the Bachelor, the Bachelorette is a reality show about choosing a mate for life. Though such outcomes rarely happen long term for these contestants, the show acts as if it most certainly will. And that mythology is a potent one for lots of women and, I suppose, a fair amount of men. Whatever. This commercial flawlessly plays off and pays off the proposal ritual.
Instead of a rose, we get a fortune cookie. And the result is charmingly messed up. I won’t go into the plot. Watch the film yourself. It’s fabulous storytelling. Nudd’s analysis is spot on:
It’s a sly mix of comedy and tension, with great casting and subtle acting that really lets the scenario build nicely. When the reveal happens—even if you see it coming—it feels believable, and like a breakthrough, because of the obvious stress of the situation. Which by the way makes for a fine connection to the brand, even if inverting gender roles to sell product can still feel icky, however pure the motive.
The craft is first rate as well. Directed by Aoife McArdle for Wieden + Kennedy, the realness is laudatory – far more authentic than the Bachelorette that’s for sure. Everything about the spot rings true. (Not faux true.) The cast. The location. Direction and acting. It all works. I especially love the woman. Rather than get into specifics, let me just say it feels like we’re eavesdropping on a totally genuine moment and one that is delightful, romantic and full of life. Real life.
Dems is denial? Once again, the same wrong strategy is why new anti-Trump TV commercials won’t work.
May 19, 2016
More of the same…
A bunch of new ads began running yesterday against Donald Trump for President. Like earlier ads they focus entirely on Trump’s infamously nasty comments directed toward women over the years. One in particular stands out because it puts these misogynistic sound bites into the mouths of regular women. I say “stands out” because in a normal universe it would be an atomic bomb for Trump’s candidacy.
But this is not a normal universe. And like all the other ads taking Donald “at his word” it will do nothing to change the course of this election. In the end, Donald may not win but it won’t be because of these ads.
Here’s why. The awful things Donald Trump says about women, minorities and ideas and people in general are what made him so popular in the first place. Why the Dem’s keep thinking he’s his own worst enemy is a fatal flaw in their strategy. He is the GOP’s presumptive nominee (like it or not) precisely because he talks smack. People, lots of people, find his candor, albeit buffoonish, to be highly refreshing and a change of pace from, well, anything they’ve seen or heard before from a politician.
Frankly, by dramatizing his words in ever more creative executions Trump’s rivals are only strengthening his position. Why they don’t see it this way defies logic and, moreover, will hurt the Democratic bid, maybe even mortally.
If I were proposing an ad campaign to thwart Donald Trump, I would do ads that point out his utter cluelessness in terms of policy. I would not attack the inherent racism of his “building a wall against Mexico” I would state he has absolutely no way to actually do it, let alone “get Mexico to pay for it.” The Mexican President has already said that his country has absolutely no intention to pay for anything of the kind. And he won’t. Period. End of story. Therefore, I would challenge Mr. Trump –in ads, in debates, everywhere- on just how in hell he intends to do it. He can’t and deep down we know he can’t. But until that truth is brought to light, and so many other truths, his fan base will continue to grow.
But the Democrats and their Super Pacs keeping wasting time on the smokescreen that is Donald Trump’s shocking statements. In a weird yet undeniable way, it makes the Dems seem out of touch with reality, which only helps the Trump machine get stronger. Trump has a foul mouth. We know that. Go after his brain. Do you want me to write the ads for you?