Over the past twelve months there has been some great viral campaigns by well known brands – probably the most popular being The Old Spice Campaign which really took off and raised the value and awareness of what reminded people of Dads aftershave from the 80’s to a cool and dare I say sexy shower gel – afterall – didn’t just about every woman want their man to at least smell like Isaiah Mustafa!?
Yep, it definitely worked for Old Spice, so much so that other brands decided to give it a go and come up with something fun and frivolous to appeal to their audiences. One such brand was Pantene who enlisted the help of Cat Deeley to encourage women to show “your swish” – your what I hear your say? Yes – “your swish”! So, you go log on to the pantene website and upload a video clip of yourself swishing your hair – great idea, no!?
I thought from the beginning that it was mad and wondered where they would take it and months on they really haven’t taken it anywhere as the ad is still being aired. So no funny viral ad was pieced together of all these mad ones swishing their hair in a last ditch attempt to be recognised – nothing! What was the point of it all apart from possibly causing whiplash to many women and causing a partner or ten to lose an eye from being whacked in the face by a mane of hair!
So, last week as I was watching TV an ad came on for a new No. 7 mascara and at the end they asked people to show them their wink!! Now, at this point, I had to laugh – “show us your wink”?! How many different winks can the human race possibly give – is there a difference between a “sexy” wink and a “how’re ya” wink? The whole concept is mad and unoriginal. I would love to know who thought that copying an originally poor idea with the whole swish thing thought that a wink would be any better??
Soon there will be roomfuls of women with whiplash, and paranoid eyeless men who will be left wondering if the winks they think they are receiving are those of a woman mocking him or giving him the come on. No, they will just be perfecting their wink before they upload it for absolutely no reason!
Next there’ll be a campaign to show us your….no, on second thoughts, I won’t give away my idea – I will pitch it to a cosmetics company who will love it and I will be rich!!
