Sarah Jessica Parker Should Stick To Shilling Sex
August 24, 2007
Sarah Jessica Parker has a new fragrance out called Covet. Nothing about this ad makes us want to covet anything. Clearly, it’s supposed to be a send up of classic Dior fragrance ads – all tragedy and glamour. They missed the mark. It’s not funny or gorgeous. What not-so brilliant ad agency came up with this one?
Ew. She looks so freaky at the end there. Plus, the bottle design is truly offensive.
August 24, 2007 at 5:13 pm
Wow, I had read on a beauty industry message board that this commercial was ridiculous, but it’s worse than I anticipated.
The print ads are no better, there’s a truly hilarious shot of SJP in the jail cell with a Cabaret-esque cross dresser.
I kind of appreciate the concept, but the execution is off. Some of Britney Spears’ perfumes have had better ads (and used sex to sell).
August 25, 2007 at 4:19 pm
I guess Mr. Laid’s new vision of SJP (the old one having been as a jaunty show-queen singing I ENJOY BEING A GIRL for the bomb launch of GAP’s high-end range a while back) is now that of a desperate and felonious fragrance junkie committing vandalism for new next fix. Strange, eh? The poor diminutive media darling scent-ress has gone from feeling LOVELY to being DERANGED. The hauteur of such advertising is utterly laughable– attempting to present a cheap fragrance like COVET as an iconic, must-have-at-risk-of-imprisonment item is yet another example of advertising telling the consumer how to feel, rather than compelling her to feel. The action depicted in the spot, I’m sure, was presented to the client as a great way to position this cheap flower water as an instant icon— coupled with the operatic masturbation of Monsier Goode’s tortured soul— it’ll be a SMASH (just like the window SJP risks life-and-arm to break through,) And, those geezers at Benkeiser/Coty were putty in their hands.
Laird+Partners (btw, have you seen their stellar website that’s been “Under Construction” for about 6 years?) scores another one for the little guys– with the big mouths.
August 27, 2007 at 2:47 pm
Hey, guys, shilling. Not schilling.
Best,
Marty
August 28, 2007 at 9:25 pm
However, they are running a pretty good game based off this ad, that takes the premise and spins it out into a mystery ARG. That is a really nice extension to drive engagement in the product