Lux Provocateur
2 Comments Published November 20th, 2006 in Advert, Campaigns, Commercials, Cosmetics, Personal Care, Pharma, TV, VideoReading time: 1 – 2 minutes
This commercial has been directed by Chel White for Lux soap and made by Bent Image Lab.
And they say soap can change a woman..
Director: Chel White
Exec. producer / Co-director: Ray Di Carlo
Agency: Santo
Production designer: Jim Clark
Yuck!
This ad is revolting. It’s so obvious and blatant that even a schoolchild could see through it. How did it ever make it through all the gamuts through which ads have to go in the advertising agency? I will strongly consider not purchasing Lux soap in the future.
The LUX spot is clearly making fun of the fairy tale premise and overt sexuality in advertising-I find it totally ironic. And it’s great to see the blatancy portrayed in a humorous, visually appealing execution. Nobody is trying to hide behind its suggestive nature, but instead plays on the theme to an advantage.