Being Christmas time, I look out for all the new ads of festivity and jolility (it's a word dammit)... but this year I noticed more then ever what I actually got wasa sea of perfume and aftershave ads. Some better than others, but mostly hideous... Here is a roundup according to my tastes at least...
Ralph Lauren Fragrance Collection - I think probably hits the target audience right, but personally I see this and think 'I would never in my life want to be associated with those people'.
Prada - An ad so annoying that I ended up shouting at the screen to just show me the bottle and end this madness. It's so obviously a perfume ad. It has only minor style, no class, no edge (it's attempts at edge look comically bad), and just cheapens the brand.
CK One Shock - Now this is better. It's still random enough to feel like a perfume ad, but it at least has a sense of style and personality that matches the product. Contemporary and edgy compared to most of the others.
DKNY Be Delicious - Looks nice, fantastic product design... but is anyone really going to stay interested in the overly exagerrated fawning til the end?
David Beckham - What do you need to know. It shows Beckham in a vaguely stylish way then says 'a perfume by David Beckham - winner of 'Chemical engineer of the year 2004.'
Lancome - This looks great and at least tries to DO something with the big budget star (Emma Watson). Must have cost a fortune to make, and will it sell a lot more perfume?
I just don't get it. This is a category with often gigantic production values, the kind that most brands would kill for. Seriously, a brand manager is on his round with a machete as I type this. Yet the end result is typically tacky, crass, and somehow doesn't seem to either look good or add any desirability to the product whatsoever.
Surely if you are selling premium fragrances with brands linked to style and in some cases very high end fashion, you should be producing work that doesn't feel exactly like the competitors.
I know it's hard to put an idea in a perfume ad, so you end up with ridiculous statements about masculinity or femininity; but the people making these clearly have talent, so why not use it?
The winner here is clearly CK Shock. An ad that stands out, doesn't feel as much like a perfume ad, and has a bit of an idea that fits with the product.