July 21, 2008
It seems these days advertisers won’t stop at anything to get their product out there, but there is a point where enough is enough. Deodorant powerhouse Right Guard is now advertising on armpits, as shown around London, where they pay you to put a tiny TV on your armpit. Yes, you heard me right. They will patch a small TV (in that special place) to your jacket. Some people call it genius, some call it just wrong. There are two main flaws with this campaign that I can think of: first, unless free deodorant comes with the TV ad, people squinting to see may catch a bad smell… Second, how are people going to see the ad in the first place? It’s under someone’s arm, for Pete’s sake. What are you going to do, ask the guy to lift his arm up? Also, the armpit, as great as it is, is not exactly the first place you would look for an ad, even on a person. Although this is obviously messed up, and I can’t (at all) see how anyone is going to make any money, it may be just whack enough to work, but realistically on a small scale only.