Unlike some previous controversies in the world of BJJ and sex, I'm willing to post this media because, well, the sex is the icing on the cake (as opposed to the cake itself) and there's actual jiu jitsu involved.
Straight out of the box...nice to see people putting effort into production. The action's better than most of the campy sci-fi movies I blow my Saturday afternoons on, but still strikes me as a little cliche. Overall though, this one left me with mixed feelings. Yes, it's a definite step up from a greezy chick in a tank top, but unlike the Rousey/Tate promo, I wouldn't give it credit for smart, or even inoffensive use of sex to push a product.
Confused customers: I thought this was an ad for women's gis--that is until I went to Mata Leon's site and saw that they didn't have products for women. I ran this past a couple of guy friends and one put it quite succinctly..."I don't want to buy clothes that a chick I want to nail would wear." So the woman who might want the gi can't get a product, and the guy who was the target audience, doesn't think the product advertised was for him. I'm guessing they just assumed the men watching the ad think gis can only be worn by men.
Sexy Overload: I will sing this from the rafters, sex selling is not a law of physics. Overt sex has been proven to be distracting. Using anything too visceral in advertising is a risky game...humor, disgust, creep-factor...hit people too hard in these areas and they get distracted. Distracted customers don't remember brands when it's time to shop. I initially watched this video and went about my business. Five minutes later, I remember the woman's haircut, the shower sink, the apartment layout, but not the company that was trying to sell me something.
Questionable Business Practices: It takes a good bit of effort to connect with your customers in an ad, and there was one image of the brand name and more detailed looks at the woman's rear than the product, which is a shame. I love the idea of good companies making a good product, trying new things and succeeding. I want to see people finding ways to make a living doing things they love and supporting the communities they're connected with. Ads like this, I think are a genuine effort to do business better, but they likely jeopardized their own effectiveness in an effort to get attention.
So yeah...all that said, I'm thinking that maybe, just maybe this is what progress looks like. Yes, the ad fails the gender-replacement test (f there'd been a dripping wet man in that shower and a close up on a pair of boxer-briefs being pulled up, well, you get the idea.), but cultures just don't make big jumps and perhaps a well-made commercial with bits of sexualization is a step in the right direction...maybe.
Straight out of the box...nice to see people putting effort into production. The action's better than most of the campy sci-fi movies I blow my Saturday afternoons on, but still strikes me as a little cliche. Overall though, this one left me with mixed feelings. Yes, it's a definite step up from a greezy chick in a tank top, but unlike the Rousey/Tate promo, I wouldn't give it credit for smart, or even inoffensive use of sex to push a product.
Confused customers: I thought this was an ad for women's gis--that is until I went to Mata Leon's site and saw that they didn't have products for women. I ran this past a couple of guy friends and one put it quite succinctly..."I don't want to buy clothes that a chick I want to nail would wear." So the woman who might want the gi can't get a product, and the guy who was the target audience, doesn't think the product advertised was for him. I'm guessing they just assumed the men watching the ad think gis can only be worn by men.
Sexy Overload: I will sing this from the rafters, sex selling is not a law of physics. Overt sex has been proven to be distracting. Using anything too visceral in advertising is a risky game...humor, disgust, creep-factor...hit people too hard in these areas and they get distracted. Distracted customers don't remember brands when it's time to shop. I initially watched this video and went about my business. Five minutes later, I remember the woman's haircut, the shower sink, the apartment layout, but not the company that was trying to sell me something.
Questionable Business Practices: It takes a good bit of effort to connect with your customers in an ad, and there was one image of the brand name and more detailed looks at the woman's rear than the product, which is a shame. I love the idea of good companies making a good product, trying new things and succeeding. I want to see people finding ways to make a living doing things they love and supporting the communities they're connected with. Ads like this, I think are a genuine effort to do business better, but they likely jeopardized their own effectiveness in an effort to get attention.
So yeah...all that said, I'm thinking that maybe, just maybe this is what progress looks like. Yes, the ad fails the gender-replacement test (f there'd been a dripping wet man in that shower and a close up on a pair of boxer-briefs being pulled up, well, you get the idea.), but cultures just don't make big jumps and perhaps a well-made commercial with bits of sexualization is a step in the right direction...maybe.