Every once in a while there comes an ad that hits the sweet spot. You know them, the first time you see the ad, you want to see it again and you cannot wait for it to air once more, or you go to YouTube to find it. I encountered one of those last week when I saw the new Avon “This is Boss Life” television ad. It instantly captivated me. For starters, it immediately got my attention because of the use of the melody of the classic 1970’s Gloria Gaynor hit song, “I will survive”, in its day and even now, an anthem for women to overcome domestic abuse. The Avon ad uses original lyrics written for the campaign, but the underlying theme is somewhat similar, the abuser in this case being the rat race:
I used to file data
I was zombified
I spent all my sunny days under fluorescent lights
But then I took back my life before it was all gone
I grew strong
And learned how to sell Avon
And now I’m boss of my domain
I’m a multi-tasking mother and I’m here to make it rain
I should’ve done this years ago
I should’ve broken free
If I’d known for just one second I could be the boss of me
Yeah I’m a boss
Yeah I’m a boss
Oh as long as I’ve got Avon and the newest shade of gloss
I’ve got passion, can’t you see
‘Cause my future’s up to me
Yeah, I’m a boss
I’m a boss
Hey hey
Like with the women’s movement four decades ago, this catchy melody and apt lyric inspires one to take action and take control of one’s life. For anyone feeling to be free of “the office” and be their own boss, this ad certainly pushes the thought further.
The other aspects that make this campaign magical for me is the visual touch. Like a modern day music video, it is snappy as it tells the story of the office employee moving from her “zombified” life to an independent one. Awash of colour, representing the many radiant products, the video features a supporting cast aiding in the narrative with stylised movements. At the end, you are left with a happy, get-up-and-go feeling.
This ad works perfectly, not only because I enjoyed every moment, but at its conclusion, I had no trouble remembering the brand. You know there are ads we see for the first time that we love but when telling our friends about them, we remember the ad, but not the brand name. That’s not the case with Avon – This is Boss Life. It’s perfect.
If you have not seen the ad as yet, have a look. I dare you to not tap your feet:
