Hair Removal

Copy: unexpectedly Smooth Legs - Able Touch hair removal wax

Highlighting the negative side effects of a product in order to point out the positive usually results in interesting work. In this case, Able Touch hair removal wax makes your legs so smooth it could kill you. It's a simple and bold direction for creative, but on the flip side usually says little about the brand. I thought this was worth pointing out, although the anal copywriter in me feels the headline is a bit awkward. Your thoughts? Don't know the agency.

Thanks Laura for passing these along


Noblesse Oblige said...

I have often thought about the same issue and I do find a basic dissconect in campaigns of this nature. For instance, no one aspires to use Able Touch so they can be in a circus or slide smoothly. While not every campaign has to reflect on the crude reality of existance (case in point, your Harley women posting), I think a true creative idea is one which is based on a insight. That insight seems to be lacking in this campaign. Any thoughts?

Hair Remover said...

It really depends on your target market. Can they relate what's in the ad to reinforce that the hair removal wax gives super smooth skin? I believe this ad would work with a sophisticated market, but won't fly with the teen/young adult markets.

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Anonymous said...

agency is ddb&co from istanbul.

Anonymous said...

LOVE this campaign.
SO, so politically incorrect.
It’s fun, clean, strong, edgy, memorable, and rewarding to the reader.

Really smart stuff!

Anonymous said...

I think they're funny. Currently there are many ways of making ladies legs smooth. But waxing is the still only way to make female legs really smooth... I think this is the point.

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Nice post! Can’t wait for the next one. Keep stuff like this coming.

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