Sex, Facebook and Rock ‘N Roll – Brand asks for “likes” to strip model
Sex is a catalyst for controversy in advertising. Sex also sells. Thus begins the dilemma of when and how to use it.
The most recent campaign to draw attention because of the use of sex surfaced a couple of days ago. The clothing company Stussy is encouraging consumers to “like” their Facebook page and in return, a female model loses articles of clothing. Some consumers, bloggers and journalists are lashing out against the campaign saying it is too provocative, others don’t agree with the principle of the matter. Here a a couple things to consider.
She likely won’t ever be fully naked
It is on Facebook. Facebook has a very strict no-nudity policy. If you visit the Facebook page now, you will see that the model isn’t wearing a whole lot, but she also isn’t revealing more than you could see at a swimming pool. Regardless of the number of likes the fan page gets, she won’t end up with any less clothes on than some of the Victoria’s Secret model we see. However, Facebook also has a strict policy that states ”You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion.” The campaign is more likely to be in trouble for the use of promotion than the use of sex.
This isn’t something new
Sex has been in advertising for years. The only thing that makes this new is that it wen’t viral on Facebook. Other than that, turn on your TV or flip through a magazine and you are going to find something more provocative or revealing. Here is a list of 50 creative sexual advertisements that have drawn some serious attention in the past.
But it isn’t just the visual implications that have some readers up in arms. Colin Lamberton, the creative director for the Stussy’s agency Arnold Amsterdam, was quoted saying, “As you can imagine the model must be suffocating under that many layers of clothing. It is almost a public duty to free her out of this misery so we are expecting Facebook fans to help out here.” The campaign is also running the slogan, “Like to see less, share to undress.”
So far, it seems to have worked. The model will not lose any more clothes, which means that whatever goal Stussy set, they have reached it. Now, will these “likes” convert to customer engagement, or more importantly, sales? I bet we’ll find out pretty soon. The brand certainly has gained a large amount of exposure through this campaign. The long term implications of the campaign will be interesting to observe.
Whether the campaign is right or wrong is a matter of personal opinion, but this campaign isn’t real far off the beaten path in the realms of advertising. Take the poll below and tell me what you think of the campaign.