Attraction. An innate quality that inspires what moves and motivates both men and women. It is why we drive what we drive, wear what we wear and smell the way we choose to smell. And whether you aim to drop jaws or find yourself having to remember where yours is, the appeal of the preferred sex is responsible for most of the decisions you make. Seriously.
Playboy Deodorant’s reinvented brand launches this week with a new look, a new vibe and a lot more appeal. A lead TV Commercial flights later this week and I’m giving you the first look.
And because attraction doesn’t work if it isn’t edgy, there are two viral executions that explain just what we mean when we talk about The Power of Attraction – and what it means if you just don’t have it.
You can’t say this characterisation of camp-Ken is entirely original; Toy Story 3 had his socially ambivalent, nonchalant, self-centredness down to a tee! An astute depiction mind you while stating what we all already knew anyway… wink wink. No matter, it is tempting to see how GREENPEACE have appropriated that character to showcase their plight and leverage awareness for the destruction of the Rain Forests by giant toy manufacturer, Mattel.
More so than just the actual packaging needed, this viral video attempts to highlight the knock-on effect that the disappearance of these forests means, and how mankind will ultimately sacrifice the endangered clouded leopard, Sumatran tigers and Orangutans… though the list is long.
The power of viral is interesting because the PR-spin ultimately does one side of the camp a favour, while creating a horrible headache for the other. It has been reported that the Barbie page on Facebook closed its comments section to their 2 257 662 fans. Seems the audience that loves the plastic blonde is the same as the one that loves the thought of pirdy tigers living unharmed; a tricky conversation to negotiate when they see a clip like this one and start airing their concerns and questions online. It is exactly this element of transparency that organisations can leverage through social networks like Facebook – however in this case, more like run from.
No doubt, Mattel will create their own viral about how Barbie cares and what she is doing to minimise her carbon footprint.
Barbie-schmarbie. There is no appropriate retort Mattel.
If you don’t forward this on to thirty seven of your closest friends before the big hand on the clock strikes 19 minutes to, your second uncle twice removed on your step brother’s side of the family will come back from the land he farms sheep on and you will not be sent the crate of champers by Moët. For reals.
This wasn’t made for the sake of it. The viral offers meaning and works for what they are selling. I think the lead’s annoyingly believable performance is flawless – and you wanting to continue watching will have more to do with your sense of humour than it will with your curiosity to see it through. It’s not brand new, but it is novel and it resonates with me because if I get one more drivel-pathetic email warning me of a plague upon all our houses should I not forward it, I will put a cigarette out in my eye.
What’s the worst ball of twaddle you’ve ever been expected to believe from an email?