Spot Light | Park Avenue Beer Shampoo1 min read . Updated: 27 Sep 2013, 06:07 PM IST
The message is regressive and socially incorrect
Reviewer: Swapan Seth
The national creative director, chairman and chief executive officer of the advertising agency Equus Red Cell, Swapan Seth has 20 years of experience in advertising and has worked with brands like Taj hotels, Deutsche Bank and Tata Steel, among others. Seth does some work with a unit of HT Media Ltd, which publishes Mint.
The ad by Publicis South Asia for Park Avenue’s Beer Shampoo is a montage of shots of an overly-masculine man talking at the camera while doing manly activities. The ad opens with him about to chop a log of wood, driving a vintage car, fighting a bear, and so on, and ends with two women shampooing and drying his hair. The man talks about the need for men to wash their hair using a shampoo with an ingredient they can identify with—beer. Tag line: Cheers to man hair.
Your first thoughts on the campaign?
Beer shampoo is a new category. Does the campaign do justice to the category as well as the product or brand?
It does the category divine disservice. What is ironic is the fact that this group gave the world of communication The Raymond Man, an endearing expression of a sensitive, comfortable-in-his-skin male.
Does the campaign succeed in differentiating itself and the “male" product from the heavily dominated “women’s" beauty/personal care space? Or does it try too hard?
It tries very hard and succeeds in differentiating but certainly does not induce the desire to buy. It is additionally socially incorrect. The aggressive, testosterone man is looked down upon these days.
Any other campaign in the men’s grooming category that has caught your attention in the past?
None at all.
What would you have done differently with this ad, if given a chance?
I would have looked at a more sensitive take on “men are different from women", maybe a humorous one too. But certainly not this.