After recently viewing the new Jacobs Advertisement from Ogilvy Ireland which features scantily clad females dancing amongst trays of neatly stacked biscuits, I felt satisfied in knowing how the world of advertising has recognized the sexiness that is the coconut cream and the Mikado. It seems that the traditional family favourite biscuit is going through puberty at last. Oh, how they grow up so quick. Once associated with the jingle: '"Kimberly, Mikado and Coconut Cream, someone you love, would love some Mum!",this erratic new move by Jacobs shows the true colours and underground nature of the Biscuit industry. And it’s about time. ‘Come play with us' has it all. At the beginning of the advertisement an umpa lumpa type character welcomes the viewer to a world of colourful women who role around carelessly on beds of coconut creams. Mums everywhere will be disgusted at getting the sticky mess out of those outfits. The DJ in the scene is obviously overcome with a euphoric sense of ‘What in the Holy hell is going on here’. He manages to cover up his bewilderment with a cheeky grin and he takes advantage of the situation spinning his decks in his Kimberly DJ box, further enticing the Jacobs Girls to roll amongst packets of Kimberly, Mikado and Coconut Creams with complete disregard for their clothing and their dignity.
The situation is clearly out of control and the ending of the advertisement can arrive no sooner. It leaves the viewer on the edge of their seat with the doors of the fairy-tale biscuit-land closing shut. While sexy biscuit advertising is not a new craze, it will be interesting to see if other biscuits will scrap their family image and will hop the bandwagon of portraying the 'explicit biscuit'. I don't think it will be too long before Cadbury's Chocolate Fingers compete in this ruthless market.
No comments:
Post a Comment