7 Eleven Helps Adrants Balance Editorial Coverage
Thank you, 7 Eleven! Finally, we can feature an ad campaign that objectifies men. Rather than scantily clad women, we have scantily clad men vamping for 7 Eleven in Australia to promote the chain's frozen Slurpee. With gleeful abandon, the men in the ads are given the full beefcake treatment and portrayed as poolboy, pole dancer and maid. Contrary to what one might assume, this reverse double standard-ish campaign was not created by a bunch of giggling female creatives sitting around the conference room table but by five guys at Leo Burnett Melbourne...who probably also giggled madly while sitting around the conference room table. This ought to keep us editorially balance for at least another year, don'tcha think?
by Steve Hall
May-10-07
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Topic: Campaigns, Creative Commentary, Good, Magazine, Racy
Topic: Campaigns, Creative Commentary, Good, Magazine, Racy
Comments
Are those DONKEY ears on the guy with the tray of drinks???
Good ad. Good art direction. Good photography. It is funny. It makes you look but will it really sell the idea to women to buy a Slurpee? A crushed ice drink with only 25% fruit juice? I highly doubt that I can see a woman pulling over to her nearest 7-11, dying to quench her thirst with an ice cold Slurpee. At times we see this very often, great piece of creative but... will it sell more product?
As one of the creatives from the agancy that created the campaign I can reveal that Slurpee sales increased by 17% after the campaign launched. And it actually was woman that were primarily responsible for that increase. They obviously needed a cold drink after seeing the ads.