I’m guessing that over the last week you’ve seen the musical “lawn mowing” video by Wilkinson Sword. The minute long musical, along with the micro site has made its way around the Internet more for its unique musical topic than the product it’s selling.
As an American advertising professional, I’m always impressed by this type of advertising; advertising that pushes the boundaries on taboo subjects. I wondered to myself if something like this would fly in the states.
Then this weekend while flipping through my guilty pleasure, US Weekly, I found this print ad for the Schick Quattro Trim Style. I’m not sure of the association between Schick and Wilkinson Sword but there must be some as they are both selling a product called the “Quattro”.
The ad does a great job of drawing from the video. It uses the same shapes seen the video and the same statue. The message is simple and easy to take away. The ad placement couldn’t be any better. Aside from me, US Weekly, has a predominantly female following and is the perfect age range for this type of product.
The print ad seemed like a smash until I thought about the American consumer who is reading this magazine. Have they seen the accompanying video to this print ad? I know it was popular last week in the advertising world, but did it make its way into the general American public?
I tried to look at it from the perspective of someone who hadn’t seen the video or micro site. It’s still interesting. It still grabs my attention, but the song doesn’t start playing in my head. I think the lack of tie in to the video takes away from the consumer’s experience. It makes the print ad and the product less memorable.
I don’t know if Schick has any plans of releasing the video in the US. I just hope, they don’t come up with some contrived version that takes all the fun and humor out.
What do you think about the video/site and the print ad? Does the print ad lose effectiveness without seeing the video?
-The Ultimate Account Guy