So I came across this ad in the newspaper the other day and had to do a double take (but not in a good way). Take a look at the latest Degree has to say about their product(s). Here we have a smiling bride who appears to be hovering in mid-air? Upon closer inspection you will actually notice that she is standing gingerly on a tight rope. Below her reads “Extra protection when you need it most”
The copy at the bottom (near the product shot) I believe is intended to tie the artwork and message together? It reads “Emotions can make you sweat up to 5 times more, which is why new Degree Women Antiperspirant with BODY RESPONSIVE TECHNOLOGY works in synch with your body give you extra protection when you need it most.”
To some degree (no pun intended) I see what they were trying to convey here. A bride is typically filled with an array of emotions on her big day (excited, nervous, tense, etc…) and naturally would want that extra protection when she needs it most – I get that. A bride apparently levitating in front of an old building but actually tightrope walking with a big smile? – epic fail.
My final critique would be – International ads such as this really should be adapted to their local market/region in which they appear. This just does not acclimate itself well within our Caribbean market and thus, misses the targeted audience. Aside from that fact that it’s just strange in the first place…
Keep it simple next time Degree. A bride alone with the right facial expression and overall mood/tone could have conveyed your message “more effectively”.
