2002 marked the end of mainstream acceptability of objectifying advertising. Miller Lite was roundly criticized for this campaign and you'd be hard pressed to think of a campaign in recent memory that went this far.
Granted, GoDaddy and Axe do their part to keep boorish advertising on the radar, but it's striking how so many campaigns these days are a complete 180 from the Miller Lite days.
Is it agencies speaking directly to the female majority in the workforce? Or a combination of more clever marketing + it's OK to have an honest laugh again without worrying about the PC police?
I love it when I've invested 30 seconds in watching a telvision or Web commercial, I have no idea where it's taking me so I hold off on changing the channel, I get to the end and.....yes! The reveal to the story is exceptional. It's an art, make so mistake. Think about it. Most ads are utter crap. It takes a true storyteller to maintain rapt attention and then deliver the money shot. unfortunatley, it doesn't happen that often, but here are a couple of instances where I got to the end and I said to myself, "damn....nice work."
While I do LOVE the Yellow Submarine iPad app (it's chock full of great videos and full-length music files), I had a tough time explaining to my 4-year-old daughter why the illustrations were so, um.....trippy.
"Yes, sweetheart, people did draw funny pictures back in then, didn't they?"
Which brings me to my next trippy toy for trippy kids.
My question to the researchers, though, is this - does this only apply to physical pain? I find it soothing to belt out a stream of salty language every now and then when psychological frustration reaches crescendo. Logically, we should be encouraged to drop the occasional f-bomb (a.k.a. a "theta-burst stimulation")in the workplace to get us through the roughspots, right?