MYTH #2: Gender-specific advertising is a waste of marketing dollars.

MYTH: Gender-specific advertising is a waste of marketing dollars.

TRUTH: Bad Gender-Specific advertising is a waste of marketing dollars.

There is a Clear-Blue Easy TV spot running right now that blows my mind. It features the test-stick in mid-air, slowly spinning against a black screen. The first time I saw it, I had to do a double take, I thought it was some high-tech men’s razor. Not really the look that screams sensitivity. But wait, maybe the copy will save it. Nope. A booming movie-trailer guy comes on to say, “It has arrived. The next generation in pregnancy tests. It’s design breathtakingly simple, it’s circuitry incredibly precise. Without a doubt it is the most sophisticated piece of equipment you’ll ever, pee on.” Just as a stream of “pee” shoots from off-screen in super-slow-mo landing on the test’s tip.

Need I say more?

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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7 Responses

  1. […] MYTH #2: Gender-specific advertising is a waste of marketing dollars. TRUTH: Bad Gender-Specific advertising is a waste of marketing dollars. There is a Clear-Blue Easy TV spot running right now that blows my mind. It features the test-stick in mid-air, slowly spinning against a black screen. The first time I saw it, I had to do a double […] […]

  2. Wow – what on earth were they thinking when they decided to release this ad? Perhaps they would argue that the commercial was aimed at men purchasing the test for their partners – but surely that’s questionable?

    Wait, this wasn’t released at the beginning of April, was it?!?

  3. I’m laughing. Wow that’s terrible. This and feminine products like tampons/pads always irritate me. If it’s that time of the month I’m not going to be laughing and walking sassily down the street because I’m so confident about my protection. In fact I’m most likely surly and gorging on ice cream.

    You get it. I hope more will. 😉

  4. Wow, I remember seeing that commercial and thinking the same thing. They clearly don’t have a woman’s view in mind. Thanks for the great post.

  5. I feel bad for the ones that came out with that terrible TV Spot.
    Their client should request a refund, or sell the ad idea to Gillete or something like that.

    Good marketing is about putting yourself in your target audience’s shoes, isn’t it?

    best regards.

  6. WOW is all I can say! Would have liked to see the team that designed that ad . . . kind of bet there weren’t any women at the table.

  7. Ladies, I think we’re missing something …

    How many women out there ask their men to go and buy these things?

    Man: “Honey, I’m going to the drug store. Need anything?”
    Woman: “Oh, cool – can you pick up a pregnancy test for me?”
    Man: “Huh?”
    Woman: “Well, remember last month … when we couldn’t get to the drug store for you … and … ”
    Man: “You mean … you could be … What does a pregnancy test thing even look like?”
    Woman: “It’s easy to find. Right near the condoms.”
    Man: “Yeah, but WHICH ONE should i get? Don’t they have quite a few brands.”
    Woman: “Get the one that looks like a car. The silver one … you know. We saw a commercial for it.”

    I don’t know. I think the big deal about this commercial is actually the fact that they’re saying the word “pee.” THAT’S breakthrough in copy, if you ask me.

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