The Times Online reports on blogworld controversy around Unilever’s contradictory marketing campaigns. On the one hand Unilever are pushing their Dove range with a “self-esteem” message, while on the other they’re airing the pornified, demeaning Axe and Lynx campaigns. We’re all part of an “internet guerilla attack”, apparently.
Unilever’s chief marketing officer Simon Clift stamps both feet firmly in the “Can’t you take a joke?” square with this one. I think there’s a side serve of “victim mentality”, “you just don’t like sex”, “women can’t be objective”, “silly and over-emotional”, don’t you?
Simon Clift […] says that the Axe commercials should be taken with a pinch of salt: “It’s a spoof on the mating game. The joke is on the boy. It’s just a few bloggers in the US who don’t get it.”
He said that Onslaught was not antibeauty industry, merely an attempt to tackle low self-esteem in girls. He defended Unilever’s right to use different imagery to attract teenage boys. “They are obsessed with sex. Nothing that we or anybody else says will change that,” he said.
So. Go search “Bom Chicka” on Youtube for a variety of worldwide ads, or go to the source here for the US ads (click “The Phenomenon”), and tell me if you find any ad where the joke’s on the guy. Take Stemetil.