DeBrief: It’s raining MCPs!

20 Sep,2011

[youtube width=”300″ height=”220″]http://www.youtube.com/watch?v=o9XOvpyFm8E[/youtube]What’s with male deodorant brands? Why are all of them based on the idea of insulting women by projecting them as mindless sex objects? What sort of male chauvinist pigs do they target? Do the MCPs constitute such a vast populace? To be honest, I am left quite flummoxed by the advertising in this category.

 

I suppose Axe started it all but their ads are at least a little more tasteful. The bad copycats have used this route with the one-point agenda of treating women as sex slaves to beastly men. The latest brand to join this flesh party is Killer.

 

I watched three commercials. In one, the killer dude has just finished a sex romp with a very pleased girl. He then proudly tells her the next romp is with the girl’s sister. And the pleased lass looks even more pleased to hear that! In another ad, he effortlessly picks up two girls from the streets, and no, they aren’t hookers. And in the third one, the killer picks up a sexy chick from a laundromat. Simply by talking dirty.

 

Completely pathetic advertising. Makes you want to reach for the barf bag. Additionally, if all male deo brands have the same positioning, where’s the brand differential? How will I recall Killer at the retail outlet if all deo ads look like clones of each other? So, not only is the advertising repugnant, it’s also senseless from the marketing point of view.

 

PS: At this rate, I may quit using deos altogether! Meet me at your own peril, man.

 

Rating: (On a scale of 1-5): -5

 

Anil Thakraney’s ad review column DeBrief will appear twice a week- Tuesdays and Thursdays.

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