Sex, Sneakers and Booty Shorts – An Advertising Dream

by Ross · 6 comments

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Sex still sells. Anyone who tells you otherwise needs to get their head checked.

“Sex sells. Advertising and sex have been tied together since advertising became a big business. The use of sexually suggestive images to sell just about everything really emphasizes the point that sex is a merchandiser’s best friend..”
– Inventor Spot

If an advertisement tells a story and sex happens to be involved, that Ad will be successful. A creative team in Wisconsin didn’t create sex. Its natural and happens daily, sometimes more than once. Times  have changed though, by itself; Sex MIGHT not sell. Which is why its encouraged that advertisers combine sex with a story or a clever connection between that product/service and the sex.

Sex in the City Story

Trying to keep someones attention with nothing but breasts is similar to trying to keep a kids attention with some chocolate. You’ll have their attention for a little while, but as soon as they’re done with it, they don’t need you. When trying to make a great Ad with a splash of sex, its necessary to have a story behind it. This website (NSFW) shows some of the most sexual advertisements I’ve ever seen. Some of them are great, however some come up short (Hehe).

This Advertisement caught my eye a few weeks back and for a reason beyond the booty.

Sex Demands Attention

Initially the booty is what grabs our attention but after a quick stare we look around to try and understand why its there. We then realize that according to this advertisement, the shoes is what made that butt look the way it does. The advertisers catch us with a play on the brand name “Reebok” and turns it into “Reetone” Great Copy, Great Image, Great Story.

This advertisement hit the world a few days before Valentines day. I’m assuming that the advertisers pushed this hoping that New Years Resolutions were in full swing and that couples were exchanging gifts on V-Day. Someone stumbles across an Ad like this and you can only envy the person who helped her drink all those bottles of water and sprite.

The Power of Words

Whats also clever about this Advertisement is the play on words used by the advertisers. Rather than solely focusing on the shoes they focused on explaining what these shoes can actually do. They used a play on the brand name, Reebok and turned it into a description for what these shoes can do for your body: ReeTone. This allows us to believe that these shoes have the ability to re-tone someones lower body to look this great. Great copy, great image, great story.

For some advertisers and many photographers, its hard not to cross the line between racy and raunchy. This advertisement pulls it off perfectly and doesn’t cross that bridge. I find it interesting that the model is in a modest cut rather than a thong or something more revealing. Whether or not it had something to do with the studies showing that thongs are no longer “in” - It was definitely a smart call.

Sex + Story = Success

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Tagged as: Advertising, Marketing, Reebok, Reetone, Ross Simmonds, Sex, Traditional Advertising

  • darrinsearancke

    Good points Ross! Some of what you mention is exactly what I learned in my radio copy writing days – sell the added benefit to the consumer – not the product. But I certainly agree that sex helps get attention, and then if there is an added benefit – helps sell things.

  • http://www.rosssimmonds.com/ TheCoolestCool

    Exactly! Ads that make the consumer laugh or think twice without any connection to the benefit are the worst. Sure the Ad makes the consumer laugh or ponder, but if the ad doesn't show benefits: the consumers wont bite. Appreciate the comment Darrin.

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  • http://twitter.com/lesb3 Lester Bryant III

    Really, you think so? From an ad stand point, I believe that the transparency of the undies puts things unnecessarily over the line. I believe it causes the eye to linger too long. I however acknowledge the ad isn't directed towards my particular group. I would not be in the market for toning sneaks. However, given the average attention span, I might be concerned with the eye actually making it to the sneakers. -just sayin'

  • http://www.rosssimmonds.com/ TheCoolestCool

    I think that the fact that our eyes linger on the butt for so long is what makes its work. When you look at the advertisement your eyes aren't drawn to the sneakers and they aren't drawn to the text – Its drawn to a great butt – The Benefit.

    Some people may take the bait (the butt) and run – Others will take that bait and get hooked into figuring out why the butt is on this page. That will lead them to the words “ReeTone” and a little bit of information in the left corner about the product.

    People don't buy toothpaste – They buy clean teeth and a great smile. People don't buy diamonds – They buy class and luxury. In this case, the advertisers aren't trying to sell sneakers – They're trying to sell a great butt and like anything related to exercise – They're selling hope.

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