This is not exactly a new approach. It was only last November that someone called out Unilever on it’s Axe positioning, mashing up the brilliant Dove commercial about ‘real beauty’ and the same company’s sex-ridden ads for Axe —below.
These videos tell a different kind of story. The Motrin video is vary basic, the anti-Axe quite slick. Yet they achieve a few important things:
- They assemble and summarize supporting evidence against the offending brand
- They make the problem seem big enough to recruit new supporters of the cause
- They provoke the marketer to react
To think, not too long ago, the only tool at one’s disposal when offended, was a letter to the editor of your local paper!