The first blog I ever started was a blog called “Sadvertising” (Get it? Pretty smart huh!). Basically it was a look at really rubbish South African adverts (when I could get hold of them) and generally rip them to shreds. Fortunately I’ve found an exciting new way to get adverts so let the rampage continue! In order to input some regularity into my blog I’ll be publishing Sadvertising on Wednesday evenings every week.
This week I’m talking about the latest Douglas Green adverts. Essentially a reddish haired, middle aged woman starts with the narrative of: “I get asked this question a lot. Do I need a man in my life?”. She then goes on to clean her car, change a lightbulb, drill randomly into a wall and turn a piece of meat on a braai. She then answers her incredibly dumb question, while sitting with some cackling female friends, with the statement: “Yes, absolutely, Douglas Green is always invited”.
Let’s analyse why this is one of the worst adverts I’ve seen this year. The basics are that it’s to promote a wine range by Douglas Green. The first major issue with this advert is that it alienates every male customer Douglas Green might have had. Secondly, who asks stupid questions such as “Do you need a man in your life”? Thirdly, where do drinking wine and (not?) having a man in your life meet? I’m pretty sure the reason you’re substituting a wine in your life rather than living, breathing company is due to either being a big lesbian or the head of the feminist movement, an ironic tautology.
Let’s be realistic here, women do not need men to do menial chores around the house. The main reason (I imagine since the female mind escapes me) women actually get into relationships is not to use men as the local handyman. I’m not going to get into a long list of reasons why relationships do actually occur but lets cut to the chase: it’s pretty condescending to assume that every woman just wants to be an single alcoholic. I’m obviously out of touch with the female mind; unlike the creative geniuses behind this advert.
I’m not sure who this advert is trying to target and if this is the best the creatives could come up with it’s hardly a good message for the creativity that Douglas Green can provide. I know advertising a wine is probably a very tough sell but lets be realistic, there are plenty of new mediums out there that could be better for the direct marketing required for a wine.
A poor effort so back to the drawing board.
Enjoy this post? Subscribe to my RSS feed.
Dude, I think you’re taking the ad waaaaay too seriously…sure, it’s not by any means good, but it’s completely meant as a joke…the answer to her rhetorical question is quite plainly that she only needs a “man” if his name is Douglas Green! And seriously, any man who feels “alienated” by the ad has a much bigger problem to deal with than what brand of wine he’s going to drink.
Douglas Green is always invited as long as he brings his friend Mr D. Ildo
The level of sexism tolerated in SA ads are to be behold.
You should see the adverts here in the UAE. They are worse and they only seem to have 10 which they repeat over and over and over.
Hahaha! That is the 2nd most ridiculous ad on TV!!! I’m a woman – and even I get disgusted by it! I’m handy round the house with DIY, and I love washing my car over the weekend – but I wouldn’t trade anything in the world for my boyfriend! I hate stereotyping people like this… it leaves a very bad taste in the mouth… so bad in fact that I’ll never buy douglas green wines.
(In case you’re wondering – the WORST ad on tv is that stupid chop shop ad, mebbe you can have a review of that sometime, saul!)
interesting blog…I too have a “sadvertising” blog: sadvertising.blogspot.com
But back to the wine spot – you’re right. It’s corked.
They’re marketing wine as if it’s beer – and it might work fine for the short haul, but they’re watering down the whole idea of wine as an enhancement, common, riche or otherwise…and gee whiz – what a way to say, “Girls, you define yourself by your man (or lack thereof).