Filed under: Brand Suicide, Comment, Communication Strategy, Crap Campaigns In History, Culture, Family, Marketing Fail, Sex
As I have written about many times previously, I read masses of magazines.
I always try and find a new title to check out every month – if only so it forces my old brain to look at new things.
Anyway, I was recently flipping through a US women’s magazine, when I came across this ad.
Now I could use this ad as the foundation for a post about how unfair and unkind it is that women are forced into a position where they have to choose between either having a family or building their career.
Or I could talk about the need for society to have an open and honest conversation about the unfair and prejudiced pressures, expectations and limitations they are placing on women.
Or I could talk about how we need to refresh the way ‘safe sex’ is taught in schools.
Or I could write about the issues I have with the way pharmaceutical companies are allowed to sell their products in the US.
Or I could just criticise the lazy and patronising way this ad speaks to the very people it is attempting to communicate with.
I could do any of those because they’re all worthy topics of ranting … but I won’t … because quite frankly, I can’t drag my eyes away from that ad.
You can see the brief can’t you …
“We’re talking to young, urban, white-collar women. They’re at a stage in their life where everything feels new and exciting and they want to experience it all. They don’t see limitations, they just see possibilities and are always looking for the next thing to stimulate their passions.
New Nexplanon ensures women can continue to plan on what’s next in their life by ensuring sex doesn’t give their plans any unexpected detours”.
Yep … some generalistic, contrived, cliched bullshit that – if anything – is patronising rather than reflecting the beliefs and opinions of millions of young women in the US.
And if you think I’m wrong, just look at that ad again.
Told you I was right. No wonder so many creatives hate planners.
So to the people at Nexplanon … 10 points for talking about an issue that needs talking about. But minus 200 points for doing it in the worst way possible.
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