Mujeres guapísimas, ingenuas, felices y muy femeninas, que convierten el hecho de depilarse en una actividad divertida y gratificante.

Who is the creative team made up of? / ¿Quién forma el equipo creativo?

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Ficha técnica:
Agencia: JWT New York
Productora: The Directors Bureau
Director: Mike Maguire
Directora creativa ejecutica: Sarah Barclay
Directora creativa: Lisa Topol
Directora de arte: Megan Penmann
Copy: Margie Chidley

Quizá lo más sorprendente sea descubrir quién forma el equipo creativo.

Sarah, Lisa, Megan y Margie. No son hombres, conocen perfectamente lo que significa depilarse y no se han vuelto locas. Saben que no están vendiendo un capricho y que a todas nos resulta engorroso estar pendientes de nuestro bello. No cantamos ni damos saltos. Sin embargo, ¡ellas lo comparan con cortar el césped!

Estas mujeres han dado un giro a los típicos anuncios de productos para la depilación femenina. Nada de piernas relucientes en primer plano, ni lagos, ni promesas de larga duración, ni el novio que llega antes de tiempo… Sino la satisfacción de depilarse con los productos de Gillete.

Pero, ¿es realmente satisfacción lo que venden o están haciendo una burla de la depilación?

.

Como pudimos ver con la campaña de Tampax, se está creando una nueva tendencia. Han desaparecido tabúes respecto a la menstruación o a la depilación femenina. Ahora se habla de ello con libertad, sin convertirlo en una “maldición”.

Estas dos marcas lo han entendido y han comenzado a dirigir su comunicación hacia esta tendencia.

Hace tiempo que se estaba reclamando un cambio comunicativo en este sentido y, por fin, estamos viendo las primeras señales.

Mientras en la campaña de Tampax, la burla era evidente, este anuncio de Gillete ¿puede resultar demasiado frívolo, puede entenderse como una ridiculización de la mujer?

Fuente: Adhunt.

0 Responses

  1. I’m on the fence about this one. I wonder if women, half-watching commercials will get it. I wasn’t crazy about it the first time, but it grew on me the second time I watched it.

    My main complaint is there’s really no reason to remember the razor – it’s thrown up there as a 3 second afterthought.

    I watched it knowing it was created by women. but I wonder if I would have had a different reaction if I thought it was created by male creatives.

    It will be interesting to see what response it gets.

  2. I’m on the fence about this one. I wonder if women, half-watching commercials will get it. I wasn’t crazy about it the first time, but it grew on me the second time I watched it.

    My main complaint is there’s really no reason to remember the razor – it’s thrown up there as a 3 second afterthought.

    I watched it knowing it was created by women. but I wonder if I would have had a different reaction if I thought it was created by male creatives.

    It will be interesting to see what response it gets.

  3. Seriously?! This isn’t even about shaving your legs. It’s about shaving elsewhere and frankly, I couldn’t tell you who the razor manufacturer is, so the cheekiness overpowers the medium. I spent the whole time watching the commercial deciding if I was offended or if I’d want my younger sister watching this. This one gets an A for effort (as it obviously attempts to put a new spin on an old, and boring ritual) but an F for execution. The humor is appropriate for Sex in the City jokes, but for a TV commercial?

  4. Seriously?! This isn’t even about shaving your legs. It’s about shaving elsewhere and frankly, I couldn’t tell you who the razor manufacturer is, so the cheekiness overpowers the medium. I spent the whole time watching the commercial deciding if I was offended or if I’d want my younger sister watching this. This one gets an A for effort (as it obviously attempts to put a new spin on an old, and boring ritual) but an F for execution. The humor is appropriate for Sex in the City jokes, but for a TV commercial?

  5. ¨I watched it knowing it was created by women. but I wonder if I would have had a different reaction if I thought it was created by male creatives. ¨

    I have the same doubt! I think that the fact that it was made by women gives them a right to joke in this way. And it´s funny. Silly, but entertaining, at the end. But if it would be created by men…I believe some ladies could feel ofended and treated as ¨silly girls¨…

  6. ¨I watched it knowing it was created by women. but I wonder if I would have had a different reaction if I thought it was created by male creatives. ¨

    I have the same doubt! I think that the fact that it was made by women gives them a right to joke in this way. And it´s funny. Silly, but entertaining, at the end. But if it would be created by men…I believe some ladies could feel ofended and treated as ¨silly girls¨…

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