It has been a few weeks since I got excited about an advertisement – the last time was when I wrote about Domtar in this post.
This is a very different post.
When I saw the ad for Daffy’s in the paper yesterday I thought WOW, these guys have done something really, really smart.
Here’s a company I have never heard of before, I have no idea what they sell or who their target market is, though it’s a safe guess they are a bargain retailer of women’s clothes. So instead of trying to squeeze all of that into one photograph, they tell you next to nothing.
This is really brilliant.
The ad has some Kate-Mossy-looking model naked, and the two text boxes cover up her bikini areas, which is probably where the readers eyes will go anyway.
Of course it has the Daffy’s name and web site, and then all it says on the top box “AFFORD TO CLOTHE YOURSELF.” So my guess is that any woman who is interested in high fashion at low prices is very much compelled to go to their web site to learn all about it – so instead of having to get it all into one page, they tell you almost nothing, but leave you curious enough to go out to there site where you can learn as much or as little as you want, going at your own pace.
Brilliant rethinking of advertising.
One thing I will say is that I went out to the web site because I couldn’t find the ad (I ended up taking a picture of it because I couldn’t find it), and after clicking on most of the buttons on the site, I still didn’t find any pictures of the clothing. Now as a man, I was perfectly content to see a bunch of pictures of naked women, but if they actually want to sell some of their gear to women, I would suggest that they show some of the clothes someplace on their site.
-Ric
Ric,
You may want to double check the website!
Sincerely,
Daffy dan
“Now as a man, I was perfectly content to see a bunch of pictures of naked women, but if they actually want to sell some of their gear to women, I would suggest that they show some of the clothes someplace on their site.”
Hi Ric~
I had the exact opposite reaction to seeing this advertisement. I thought it must be for men’s clothing because as a woman I found it completely offensive and a huge turn off. I hope they are marketing to men because I, for one, would never give business to such an exploitative company. Does the marketing work? I would say superbly. IF the audience is men.