Folks, I’m going to go out on a limb here and say that sex sells. Shocking, I know, but true nonetheless. What I find interesting is the method in which sex sells. Bluefly’s advertising has consistently pushed the line as to what’s considered acceptable, but what’s odd is that it’s no more sex laced than the average Axe commercial, it’s just aimed at women. Oddly enough (or not, considering your point of view), it’s ads like this one which manage to actually create and sustain an erotic theme, rather than the whole ‘look at that hot girl’ thing that men’s products usually settles for. Not surprisingly, this ad was forced to make a series of cuts to make it acceptable to broadcast television, but when you see the so called ’director’s version‘, you might think you’re watching a trailer on Skinamax. Though I would find it amusing to have this ad run during say, Dancing With the Stars.
As campaigns go, I think it’s fairly effective. Certainly the image is striking and memorable, but most importantly the ad knows that being found irresistible by your spouse holds a lot more weight than just some random eye candy. So I say bully for Bluefly for knowing their market and using sex effectively instead of crassly.