Despite the flaks it’s been drawing from many quarters, Imedeen took out a full-page ad in Today’s Life Section of The Straits Times to mark the opening of their first beautique.
Looking at the full-page visual, I have to say it’s fabulous. That was actually the first impression I had when I first saw it on the Net too. The digitally enhanced photograph is really flattering to Zoe Tay. Probably the better ones amongst the lot she has done after giving birth.
Let me however qualify that I’m not a fan of Zoe Tay. Was once, but not now. I think she’s just an-over-the-hill-cannot-make-it-already-but-still-trying-so-hard-ah-lian-jie. That being said, I’ll still give her credit when it’s due.
As for the ad concept, while I wouldn’t say it’s great, but I do think it’s kind of naughty and nice. Apparently though, many didn’t think so. The ad unleashed an avalanche of criticisms the minute it was launched. From saying that it’s too provocative or not classy to insulting Zoe being clueless or that she has a sick sense of humor.
I was particularly tickled with this comment taken from The New Paper:
Ngee Ann Polytechnic’s School of Business lecturer Adrian Er, 31, agreed: ‘Swallow is a term that we never use in advertising, especially beauty ads, because of the negative connotations. The ad may be trying to be clever, but it’s not delivering its message well.
‘The guys will get the joke, but you’re selling your product to the ladies. Advertisements (should) be sexy and sensual, but not offensive.’
Really? I’m one of their target audience, and I certainly don’t think it’s tasteless and offensive. On the contrary to what Adrian has said, I find it sexy and sensual. Like I said, naughty and nice. And seriously, never doesn’t mean cannot right?
But I do have to fault Imedeen for trying to carry the word “swallow” too far even though it’s novel, fresh, clever, teasing, blah-blah-blah in this context.
According to their International Communications Manager, “Our aim with the campaign is to encourage those secret Imedeen swallowers to come out and talk about how great the beauty benefits truly are.”
Sheesh. I may have swallowed your product before, but I don’t need to be quoted as an “Imedeen swallower”. Let Zoe be your one and only official Imedeen swallower for all I care. But not us hor. NO. THANK. YOU.
Some folks just read too much into a simple word, ’swallow’ and allowed themselves to think otherwise. I’m puzzled by the controversy over a simple teasing word. I thought it’s something different and it sure caught my attention. Isn’t that what advertising is all about?
DR: Good for them actually with all the attention and it’s not all that bad…
Comment by domestic rat — Thu, 7 Sep 2006 @ 2:39 pm
Aiyo.. one phrase “I swallow” can provoke so much huh? And of course, it has to come from the men folks.
I think it’s witty, and catchy..
ZM: Probably those men who raise so much hooha over these were thinking with their dicks…
Comment by zara's mama — Thu, 7 Sep 2006 @ 2:51 pm
I don’t understand why people are making a big fuss over it..to me, it’s creative, and advertisement is all about creativity mah…
Eileen: Narrow mindset lor…tnerefore, cannot appreciate creativity of a different kind.
Comment by Eileen — Thu, 7 Sep 2006 @ 3:56 pm
To me is just another commercial by Zoe Tay lor. Keke.
Ashes: This one was more eye-catching and tasteful than her other recent ones. The worst was her cha-cha-cha one. One two, cha-cha…Wa kow, almost choke…
Comment by Ashes — Thu, 7 Sep 2006 @ 4:47 pm
I think the whole, I swallow concept is clever. It’s funny. It’s offensive. It’s delightful. And more importantly it is not boring.
An Ad that draws no reaction is a failed ad.
Is the ad successful? If the objective of the ad is to bring awareness to the product and brand, then yes. It is successful. If the objective to bring in more sales, we would only know if we know the sales figure.
Personally would I buy the product if I were a lady? No. I don’t think so. Then again, I don’t trust products that need celebrity endorsements.
Surdirwan: You said it, it’s more interesting for sure… As for the product, I wouldn’t buy only because I have used the product long ago and not keen to go back to it. (Not because it doesn’t work, but because I’ve no brand loyalty.)
Comment by Sudirwan — Thu, 7 Sep 2006 @ 6:34 pm
I thought Zoe looks sexy in the add but quite frankly, I don’t understand why the need to use ’swallow’. I feel the ad seems to try TOO hard to use this word in it.. don’t quite agree that it’s been used cleverly.. though I am not against the naughtiness it tries to be..
Erika: I don’t think it’s that great but it’s okay…ads are afterall subjective to personal preferences. But I don’t like it now that they’re trying to push the word further by calling their users “swallowers”. That’s, ahem, difficult to swallow…
Comment by Erika — Fri, 8 Sep 2006 @ 1:12 am
haha, i think your views rock!
Comment by danube — Thu, 21 Sep 2006 @ 2:06 pm