Reklama seksem stoi. W ostatnich latach przytłaczająca część kampanii promocyjnych najprzeróżniejszych marek opiera się bezpośrednio na seksie, podtekście seksualnym lub przynajmniej mglistym seksualnym skojarzeniu (chyba właśnie podciągnąłem pozycję bloga na frazę „seks”). Przykłady? Nie trzeba szukać daleko – wystarczy rzut oka na ostatnie wpisy z niektórych blogów marketingowych („Warzywa w miłosnym objęciu”, „Kryzys kreatywności?”). Na horyzoncie kreatywnej pustyni majaczy jednak światełko finezji. Osoby, które otwierając lodówkę w poszukiwaniu mleka, boją się zobaczyć tam łaciate zwierzątka w niedwuznacznej sytuacji, z pewnością ucieszy fakt, że prawdziwie kreatywne podejście do reklamy przejmują w ostatnim czasie kampanie społeczne.
Skcin, organizacja charytatywna działająca na rzecz walki z nowotworami skóry, pokusiła się o przygotowanie mistyfikacji, mającej na celu zwiększenie świadomości zagrożenia rakiem. Na potrzeby akcji stworzono witrynę ComputerTan.com, która spragnionym słońca internautom miała zapewnić piękną opaleniznę. Aby to osiągnąć wystarczyło kliknąć w linka „start”, odpowiednio „skalibrować” swój monitor i cieszyć się – po wyświetleniu na ekranie charakterystycznych świetlówek – przekształceniem komputera w domowe (lub biurowe) solarium. Na końcu tej pięciominutowej sesji oczom internautów ukazywał się napis „Nie daj się oszukać, promienie UV szkodzą” oraz seria zdjęć prezentująca nowotwory skóry.
Efekt nr 1: 30 000 osób, które w ciągu 24 godzin nabrały się na ten mały fortel. Efekt nr 2: po ujawnieniu kulisów kampanii, jej echa słychać było w opiniotwórczych mediach – z brytyjskim Timesem na czele.
Jednym słowem, płodna komunikacja nie musi opierać się na seksie – przynajmniej w reklamie. A przesyt erotyzmu założy tylko mentalny lateks na świadomość odbiorców, którzy uodpornią się na ten środek wyrazu.
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