The Product Advertising Moral Dilemma

I just saw a commercial for Seasonique, a birth control pill that controls your period so that you only get it four times a year. I’m appalled! I know its not the first product on the market ofering this same “service,” but the copy of this this particular ad was what sparked my “dilemma.” The copy goes something like,

…Who says that we should have 12 periods a year, who says…

Really? Is this what Copywriting has come to? How about nature? Didn’t nature say that we get 12 periods a year? Doesn’t nature say that by giving women 12 periods a year?

Its the most absurd ad copy I’ve ever heard. Even worse than, “Edible Arrangements are unique because they’re beautiful.” The fact that someone approved this copy is appalling to me and the fact that I, as a copywriter may spark this type of reaction from someone one day, is a bit scary.

So, I guess in my own defense, the best I, as a Copywriter, can do is acknowledge the problem and wait for my second step.

p.s. here’s a link to another blog stating some interesting insight into this awful- from a non-advertising perspective The Well Timed Period

Argh.

An Edible Failure

As the state of our economy continues to “hang on” many have noticed a change in the quality of service, the availability of supply, and/or the luxuries many of us periodically indulge. I give you…Edible Arrangements…Yes, they have only now attempted to venture into television; and yes, the idea of their message become clear after careful thought; but I ask you, should the message become clear or should it be clear within analogy? I’m gonna go with…it should be clear.

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In this particular situation, I would comprehend going the route of Binder & Binder, the legal specialists. Now, they are not seeking advertising awards, nor are they even attempting to follow basic rules of advertising. They wrote out their services in a speech, put together a PowerPoint slideshow and put on a cowboy hat to appeal to the “Americans” watching. But their approach is

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What Edible Arrangements did is…well…Lets the just that commercial begins like this…

“Edible arrangement are unique because they’re beautiful.”

To be honest, I have no idea what the rest of the commercial says because after hearing the first line, I choked on my pineapple/ melon daisy and blacked out.

I will say this, [please. Please. PLEASE.] next time you (Edible Arrangements) decide to venture into Advertising outside of the catalog realm, call me. I WILL WORK FOR YOU FOR FREE. It’s the least I can do to keep the intelligence in the United States from imploding into itself.

A Step Away from Product Features.

Downy has created a campaign worthy of award. A true step away from the obvious features and surface appeal of the product and its results. The commercials are simple and poignant.

The commercials touch on an emotional component of wearing clothing (or cloth in general) which we, as consumes, often overlook and even take for granted. The softness of a towel we borrow at a friend’s house, the scent of a sweater in which we nuzzle for warmth during lonely moments, the security of a love one’s shirt we caress when we press our bodies against theirs. Downy has managed to capture our core need for cloth. It has the potential to bring out a strong emotional trigger of those in contact, which is captured beautifully in the campaign.

This commercial is one, which can be broadened outside of the “television” medium. I would suggest something to the effect of a bus stop ad picturing an incredibly cozy blanket blanketing the entire stop inviting visitors to come in from the cold.