ADS
FOR
MOTHERS
ARLETTE 28
Finally, there are certain products which advertisers
have no choice but to aim at mums—such as Arlette
28, a birth control pill for “mothers in lactant period”.
It’s a niche market, but the ad is funny and memorable
enough to place Arlette 28 at its forefront. In it, a scantily
clad, S&M-themed lady approaches the bed, clutching
not a whip but a baby’s rattle. The only possible draw-
back we can see is the potential cost of therapy should
the couple’s child ever see this image.
NIVEA
Another insight that’s surprisingly recent in terms of
the ad world is that mums aren’t content to look like
beaten-down harridans who spend all day sweeping
the floor. Some, in fact, like to look attractive! Even
though they’ve already procreated! Weird, we know,
but apparently true. This Nivea ad plays on that theme
by pointing out that ‘Wow’ is ‘Mom’ upside-down.
Erm. Whatever that means.
L&P
$9.95 PC GAMES
These days—what with
Another message you prob-
‘modern’ women and all—
ably wouldn’t have seen in
advertisers realise that you
an ad 10 years ago, this time
don’t have to address all
suggesting that it’s fine for
mums as if they’re martyrs to
mums to dupe their kids with
their children, focused solely
aged (and cheap) computer
on making them happy. So
games, so long as their kids are
we get messages like this—
too young to know that they’re
from Ogilvy, New Zealand—
not getting the latest software.
which recognises that
It’s a humorous, smart ploy
sometimes a mother “can’t
and if it leads to less screaming
be arsed” doing ‘motherly’
brats demanding the newest of
things like cooking. Particu-
the new in stores, its creators
larly if Oprah’s on.
should be awarded medals.
10 MAY 2009 / 19
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