Why do women go on diets? For health reasons? No, not according to SlimFast. In their new advertising campaign, SlimFast eschews logic and goes for the pure emotional approach – basically promising the ladies in its target market that they’ll have a nicer posterior after using their product. In the three ads, the payoff lines are as follows:
- I want to show off my new ass.
- I want my jeans to come off easier.
- I want to get into someone else’s pants.
Will this campaign break through? I believe it will, but perhaps not in the way SlimFast is hoping. The brand calls the ads “liberating” – but self-respecting 21st-century women may not find it fits with a liberal perspective. Even if they (we) do want our hind quarters to look as good as possible, overt assvertising that reduces our goals down to that one superficial element is a bit insulting. ~ @AdvertGirl
