The Ick Factor

February 28th, 2006 · 3 Comments
by Booksquare

Sometimes it’s hard to tell: is Susan Gable sadistic or masochistic? Or maybe she has too much time on her hands. Today’s tip certainly suggests the latter.

It is rare that an advertising campaign affects us in a way that inspires utter loathing. Truly. We save such emotion for truly awful thin–wait, that’s what happened here. Let us summarize to save you the agony.

Oral-B, a toothbrush company, decided to promote a new, uh, sensitive brush product by tying it to romance novels. First (and this should say it all), you choose one of three readers to, we suppose, read you a story: A Martinez, Tia Carrere, or, shoot us now, Fabio. It gets worse.

Then you encounter an application that makes the iceberg melting seem rapid. When that’s done, there’s cheesy music and a man and woman locked in an uncomfortable-looking embrace. The man is wearing chain mail, rended in a manner that reveals a well-waxed chest. Real men, for what it’s worth, have chest hair.

Someone was supposed to read something, but the whole thing us feel dirty, so we hauled it out of the experience. We were veering a bit too close to research and had already crossed the edge of suffering.

At this point, we’re not sure who to pity: the actors involved in this project or Oral-B.

File Under: Square Pegs

3 responses so far ↓

  • SusanGable // Mar 1, 2006 at 6:30 am

    ROTFLOL! I know, I know, it’s only a true friend who will inflict such torture on you. (g) The point was it was soooooo bad. Cheese doesn’t even begin to cover it. Gack!

    Still, it made me sort of curious — as in, what advertising person came up with THAT? And why do they make more money than I do? I mean, really. That was bad. Didn’t make me want to rush out and buy the product, either. So it was bad AND ineffective. (g) Although here we are, talking about it. (shrug)

  • David Thayer // Mar 1, 2006 at 2:36 pm

    Real men wear chain mail while brushing. In fact, they wear it everywhere.

  • Booksquare // Mar 2, 2006 at 12:18 am

    Clearly I don’t know any real men. Figures.