Who Made it?
This is a highly sexualised Jeans TVC (TV Commercial) made for the Australia Market. The creative message was somewhat surprisingly conceived by a predominantly male team led by Pop culturist and Film Director Simon Bookallil at © Brilliant films: for © Spin Communications (SYD) and the © client Wrangler® . The single female hand – who we imagine had her hand firmly on the rudder – was Skye Campbell, the Agency Producer.
This was a team clearly in touch with their own sexuality, and that of their audience. Through implicit and explicit messaging, body language and semiotics it sets out to penetrate the male reserve and the associated encoded behaviours to challenge conventions of male sexuality. And I’m sure Bill Bernbach would agree this TVC certainly “zigged” when the world “zagged”.
Does it Gain Standout?
The commercial (e.g. TVC) certainly achieves standout – great saliency – and memorability. Undoubtedly also achieving word of mouth: expressed in both positive and negative terms as the content – especially “the pause” and “the lift” – definitely would make many males uncomfortable. Possibly even too uncomfortable to watch for those who are programmed to avert their eyes in changing rooms and do their comparing between parted figures in the shower. But would this affect the efficiency of the communication?
The Communication:
When considering the communication it must be remembered there are several target audiences, some discrete (like the wearers girl or boyfriends), and the market for ultra skinny jeans is a fairly “tightly” demarcated one. And even within this purchasing group there are sub divisions.
The sporty guys or “jocks”, looking on through half closed figures, anxiously wondering why “the pause” and “the lift” fascinate them, and in part excite them, are not the wearers of these jeans and do not have the shape (i.e. they have legs!) to fit them in the main. Their reaction – as the whole ad plays in forbidden territory (i.e. homo erotic) – could be negative for them; but then again isn’t that a positive for the alternative, trendier guy trying to make a statement?
The alternative indie sort of guys who want to set trends, the later adopters who want to know which ones to follow (or alternatively the one’s who want to be seen in the right label and the one’s who want to know they’ve chosen – or been led – to the right label) probably would not have chosen Wrangler before this ad, but afterwards… well just maybe its worth a look.
The stimulus is powerful, possibly even overpowering ? (i.e. so sexually charged and focused that it obscures brand messaging). I do not think this is the net effect as it draws its power comes from the way it challenges traditional stereotypes and refreshes the brand in a manner not many would have expected from a western (i.e cowboy) denim brand, that was last big when Old Spice aftershave was. It intrigues and fascinates in forbidden ways (not just sexually note the cross and bangles, but mostly see the cross) and this is what makes it daring. Context plays its part as well. You Tube features lots of young guys prancing in their underwear but this is different: This is on TV. And what level of impact and embarrassment will it cause if it’s on during shared viewing. Highly memorable.
This is probably one of the most overtly sexual commercials I have experienced, and not just because of “the lift”; but because it works on many levels combining expectation and anticipation and unifies it within Dopamine fueled excitement. The TVC sets out to challenge archetypes, convention and shake things up and in many ways it succeeds. The simple fact in Australia – a comparatively macho culture they have objectified a male body, which is enough to engage with one of their big taboos.
By toying with male insecurities it unsettles and intrigues: and for those more secure in their sexuality and clothing choices it certainly manages to “knock down a few skittles” with those who they like to shock and also raises a few smiles, if not more, with those who have the ad on repeat! The question though is did the TVC convince the primary audience they would be more sexy wearing them? And the people they want to impress.
What is its Impact?
As to sales? The question would be whether the TVC simply raised awareness levels or kick started the process of brand reappraisal and ultimately conversion. Neurons would be firing and Dopamine released, but whether the message got attached to the brand or lost in the translation of the many emotions generated by the highly creative and sexual content only market share points and the length of the upturn created (i.e. was it a fad or strongly brand associative) would confirm. One has to hope the figures were firmer than the bulge in the jeans – a strong sexual trope – which was absent, and the end inevitably a bit of an anti-climax.
Great Music, in style of “Feels like Teen Spirit”, but perhaps echoing Levi’s Clash Ad tad too much. Here we are now (vulnerable in our underwear) entertain us!”.
Advertising Pathology 