Well the fact that it was in the business section made no difference to me as i would have read it anyway. BUT -- to put this add up anywhere else the fact taht it was sexualised as you put it i would have paid special interest in it.
1. Because i do take a special interest in All marketing because that is/will be my field..
2. Probably because im a perv maybe and i do like to see risque ladies and smutty jokes
Sex sells, youve heard this before and metrics will tell you its true. Hunky dory's sales campaign did more than than 40% increase because of this.. Something they would never have achieved arguably with their current budget. In this case its not sex, its a few scantily clad ladies playing rugby. Ireland has become to pc when it comes to this type of advertising and it annoys me, You should check out some of the austrailian tongue in cheek adverts.
Damage Limitations .. ?? hunky dory ad was mentioned the other day in the pub, having a few beers a friend and his jersey was tight, there was a bit of banter/slagging saying he was a new spokeswomen with the caption hunky.. Might be a problem shaving his legs do. This is the type of scenario that gets ultimaly brand salience for hunky dorys. People know, trust and will ultimely commit to the brand because of ads like these. I remember hearing the Ceo of hunky stating that this add would again be replicated and done again in the near future despite calls from busy bodies about the adds, Sexualizing women and that jazz.. I remember the time when i couldnt pick up a paper and not see someone talking about the new hunky add ... (Pr spin O leary would agree any advertising is good advertsing). Instant country wide advert - ?? Include some ladies in shorts !!
Cons of a campaign like this ..
I think there is that line that you can cross even for me, i have seen bad poorly timed products ranging from watches to advertising after 9/11 (when u need to be somewhere else caption) to other horrific ones. Levis add was also particularly poor timing on their behalf, they had a riot depicted wearing their jeans (go forth and conquer) and in England people were rioting. Limited sucess on the internet but i dont think it went down well at all. Advertising in poor taste really doesnt work!!
As long as you get your point across of what your selling, the benefits and so on i dont really think u can go to far wrong with some hunky builders or some hot ladies..
Something tongue in cheek perhaps with georgia salpa or (insert other high profile chick)
Sends guy a text come on over etc, checks wallet no money, uses leap card, gets their with movie and some stolen flowers along the way. "Insert caption" " leap card - never leave home without it"
Same scenario only he doesnt make it this time and georgias upset "insert Caption "Life sucks without a leap card" " Life will never suck with a leap card"
"Sucks to be you without leap" "Take a leap or enjoy being single" "You,ll leap out of Georgias life quicker if you dont sign up"
I could go on for hours but you get my drift .. Depends how naked you want her
I,ll look forward to see something good