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K-Y Yours + Mine

Advertising

Simple, funny ads that present a problem and provide a solution. I love those, and that formula works great for something like K-Y Yours + Mine because there’s an inferred emotion surrounding the product — the only thing you need to sell is, well, the K-Y.

Alright, all ye brand-advertising purists, you may want to sit down for this one: these are DRTV spots. Infomercials. Yes, indeed, infomercials. But! These are examples of how direct-response advertising doesn’t have to suck.

What you could have expected if it were a stereotypical infomercial:

“Is your love-life getting boring? Need a little spice? Well, K-Y Yours + Mine is all you need. Give hers a squirt and yours a dab and feel like you’re back on your honeymoon! Only $19.99 PLUS, if you order today we’ll even throw in an 8oz. tube of K-Y Warming Gel.”

Instead, you get these, compliments of Mother, NY:

The same as the example of a stereotypical infomercial, these spots point out a problem, provide the solution, outline the benefits and ask you to respond directly by visiting www.keeplifesexy.com, a landing page where you can order the gel (probably discreetly). The difference is that it’s done in an entertaining way, similar to a lot of the big budget, cool, entertaining brand spots. Welcome to the world of effective DR.

Saturday, May 24th, 2008 at 2:54 pm and is filed under Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.