Archive for August, 2010

If you are evil in this life, you come back as a marketing writer for Summer’s Eve.

August 28, 2010 1 comment

On Facebook recently, several of my friends have commented on an advertisement by Summer’s Eve that appeared in Woman’s Day magazine. Want to ask for a raise at work? Well, we’ve got a whole bunch of ideas to help you, says Summer’s Eve. And the #1 idea? Use our Summer’s Eve Feminine Wash–and don’t forget our Summer’s Eve Feminine Cleansing Cloths for that mid-day pick-me-up! (As Austin Powers says, it’s for giving your undercarriage a bit of a how’s-your-father.)

I’m not sure who exactly thought this was a good idea. Today’s woman most likely does not want to read an ad linking their value as an employee with how fresh-smelling their naughty bits are.

It’s easy to make fun of this ad. The ad says all the wrong things. The “tips” have very little thought put into them and are of little use to anyone who actually needs to ask for a raise. (Eat a good breakfast? Really?) And by placing the “wash your vajayjay” tip at #1, the ad is sending the message that Summer’s Eve has no interest in actually helping women get raises–they really only care about using this headline as a ruse to shill their product.

I think it would be difficult–excruciatingly, mind-numbingly difficult–to work in the marketing department for Summer’s Eve. Imagine, for a moment, that you are a marketing writer for Summer’s Eve. And the ad placement people come to you and say, “Hey, great news! We just got a good deal on a full-page ad in Woman’s Day! We’ve got to send it to graphics by the end of the week, so come up with a concept and copy by Thursday!”

If you’re a child of the eighties, like me, you know the phrase “Mom, do you ever have that–that ‘not-so-fresh’ feeling?” And as a child of the eighties, you were confused, and then, later, you realized what it meant, and then you chortled and made fun of it, and then changed the channel whenever the ads came on. But now, it’s 2010, and you’re working for Summer’s Eve, and you’re amazingly grateful to have a job in a down economy, and you look at the gaping maw of a blank page before you, and you think, “What horrible crime against humanity did I commit in a past life to have to come up with a full-page douche ad in 48 hours?”