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December 8, 2009
Shiny Suds and the Fundamentals
In the current issue of AdAge, Garfield reviewed the sad tale of Method's Shiny Suds online video. (Here is a link on the 'boards blog to the now-pulled ad.) Pulled after consumer backlash over charges of sexism, the video has reignited the debate about whether brands should respond to small, vocal groups expressing minority sentiments. (Most viewers of the Method video seem to feel it is clear that sexism was not involved, and AdRants' Steve Hall obviously felt more strongly.)Clearly, brand advertisers want to find edgy content that will connect and gain viral traffic. This video had over 700,000 views before it was pulled. But I have an issue here with some fundamentals of strategy and execution. Cleaning products are targeted at moms, homemakers...women in general. (Real men don't clean, especially not with prissy all-natural stuff....). So, why go with a naked women and sneering, leering soap bubbles. Yes, I get the impact of the leering voices as they point out their toxicity. But, this video seems more driven by puerile male humor than by concepts women would create. A tweak on the creative concept...or cutting the leering down just a little, and this might still be playing to lots of viewers.
As McNeil learned from the Motrin Moms, women can be pretty sensitive about certain issues, and it only takes a few sensitive souls to ignite a firestorm. But let's be honest, content quality will suffer if advertisers/agencies walk into every creative meeting seeking to create pablum. So, while it is hard to argue with the success of 700,000 views and the ton of press that has come since the controversy broke, I think there is a lesson here.
Don't be afraid to be edgy, but before you release make sure you've thought out your positioning and your execution. Ensure that there are not some simple fundamental tweaks that could reduce risk to such a small percentage, that it becomes virtually no risk at all.
Posted by jcioban at December 8, 2009 7:47 PM
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