Branding Bras: Does this Marketing Approach Work For You?
I read a recent post on Grokdotcom about a campaign by Zafu.com. Now for those readers who are not familiar with Zafu, it’s a company that claims to help women find the perfect-fitting bras. So, they created this video with a geeky/funny/creepy “bra scientist” asking a woman in a parking lot some questions about her breasts. The results are {ahem} interesting.
Here are some of the comments from Grokdotcom. As you can see, some people find the commercial hilarious while others find it disturbing:
“There’s not much else that I dread as much as having to get a new bra. So with that in mind, the tag line at the end caught my attention (3 minutes…sounds easy enough). The only thing is that the commercial grossed me out. I just wanted to move on. So I moved on and didn’t click. (Also, the name “zafu” sounds suspicious, but that’s just me)”
AND
I thought it was funny and who doesn’t want to find the perfect bra?
AND
“I found it disturbing. Not only is it graphic violence, associated with women’s body parts, the head falls in front of a woman walking a baby in a stroller. This is BAD advertising. I think I’ll diss it on Lipsticking. It deserves to be buried in the backyard, under the dog poop. And so does Zafu. If I need a new bra, I’ll go to a woman… so far, men just seem to be making uncomfortable breast coverings that all hook in the back…why is that???”
AND
Eventually, ZAFU might win. The outrageousness of this ad, may get the attention of enough women to want to have a look at the website. But for all practical reasons the ad has become ‘creative’. And like all ‘creative’ ads, they’ve completely missed the point. Which is: How does a woman get the exact fitting bra? That’s the question. Now Mr. Creative (and I’m betting this ad was done by a man) answer that question. Because once that question is answered, you can put your ‘creative’ layer on top. Instead this ad simply seeks to entertain. The geek, the karate girl, the talking dismembered head. All nice and creative, but it doesn’t answer the question at all.
My opinion is that the video is funny and surprising. But, I’m not sure that it is compelling me to buy a bra. So I wonder, does this video actually reach its intended target audience? Is it actually getting getting women to buy bras? Take a look at the video and see what you think. Is this effective advertising?
Hugs and success,
Wendy Maynard,
Your friendly marketing maven
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on November 2nd, 2007 at 10:03 pm
I think the concept works but the execution needs a revision. I’m a guy so I can appreciate a flying head just as much as the next guy, but this is just absurd and not funny enough to make up for it.
The head rolling onto a baby stroller just makes no sense. What would be the point of adding elements that might make mothers jump back?
I believe the same joke can be made (even funnier and appealing to a broader audience) if the whole sketch goes back to the drawing board. Maybe she kicks the guy in the nuts… or maybe she applies pepper spray on his face thinking he is a pervert or tasers him… etc.
on November 3rd, 2007 at 6:55 am
This is one of those ads that’s kind of funny the FIRST time you watch it - but after that, it’s just kind of gross. So I’ve got to give it a thumbs down overall. (Unlike my favorite from YEARS ago — the “Da Da Da” ad for Volkswagen - the guys pick up a nasty-smelling chair by the side of the road. I swear we actually taped it and watched it a hundred times.)
But as Wendy points out - there’s a second question that’s a lot more important - “Is it an effective ad?” Does it move the viewer to take action? I’m no closer to wanting to visit the website than I’d be without watching the ad. So, my vote would be no - not effective.
Now, a little creative suggestion - watch “What Not to Wear” - either version, but especially the BBC. Go with a scene of a team of bra experts transforming a mall/parking lot/grocery store/elementary school full of women in poor-fitting bras. Show it in fast-motion, the measuring, the analysis, the final approval (of course without showing ANYTHING!) and the final results. Then hit viewers with the tag line. Might or might not be funny, but THAT would move me to check out the site.