Tag Archives: authenticity

Anatomy of An Insight: Blood

nobloodshouldholdusback

This Bodyform ad might be my favorite ad of the year.

Insight: It´s ok to draw some blood when you do sports.

Especially FMCG category is filled with fake images of shiny happy people who are so detached from reality that I wonder how the brand managers and agencies can live with themselves. Our audience is not stupid. Having blue liquid in sanitary pad commercials has been a running joke for as long I remember seeing advertisements.

Many of the brands might have been toying about showing actual blood in the ads; the idea is not that novel. What instead is novel, that Bodyform had the balls (or ovaries in this case) to actually do what none of the other brands had not dared to do before.

Because of popularity of Game of Thrones, Crossfit and MMA, our audience is accustomed to more rough and rugged imaginary. Many of the marketers have not realized this sense of aesthetics and that is why many of the ads nowadays look over-polished and just plain fake.

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Fight for Your Balls

fightforyourballs

Regular readers of my blog know my appreciation of lowbrow humor and brands who take piss out of everything.

That is why I am a strong supporter for the Norwegian underwear brand Comfyballs. Lately they have been fighting US patent office, because they cannot register their name because it is considered “vulgar”. The reason for that being:

In the context of the applicant’s goods… Comfyballs means only one thing – that a man’s testicles, or ‘balls,’ will be comfortable in the applicant’s undergarments.
The mark does not create a double entendre or other idiomatic expression.
When used in this way, the word, ‘balls’ has an offensive meaning.

I wish more brand, would be as clear as Comfyballs.

Their main product benefit is in their brand name. Double entendre would actually be more offensive, because you try to hide something. Comfyballs is truly honest brand and not hiding behind marketing jargon. When you wear them your balls will be comfortable, because their patented design PackageFront™ reduces heat transfer and restricting movement. There is not anything offensive of having comfortable underwear, on the contrary. Using badly designed underwear when jogging is a truly offense to your crown jewels.

Comfyballs has not just been scratching their balls, but also actually risen to a challenge and they are trying to get their name registered officially in US. They launched the site “Fight for Your Balls” and also created video to celebrate comfortable balls:
Comfyballs has not just scratched their balls, but also actually risen to a challenge and they are trying to get their name registered officially in US. They launched the site “Fight for Your Balls” and also created video to celebrate comfortable balls:

Legalize Comfyballs from Fantefilm on Vimeo.

Naturally the ad was banned in YouTube (those US hypocrites), but again more buzz for the brand. At least the visitors in the site seem to be in their favor.

immoralballs

There are things in the life you should fight for, your balls are one of them.

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Anatomy of An Insight: Rexona Social Experiment

I love doing work that is simple but insightful.

Too often we, as marketers, end up complicating things by weird marketing talk and creating irrelevant associations with our products that are not true. We just should try to be as authentic as possible and honest on what we do. Therefore the recent content series we have been doing with Rexona has been refreshing to do. It is all based on insight about the product and its need on our markets and nothing else.

This is the social experiment from Indonesia (don´t worry if your bahasa is a little bit rusty, you will get the idea):

Insight: People will not say to your face if you smell, but they talk about it behind your back.

The campaign is currently live in Indonesia and Brazil and has gained already over 1,5 million views.

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